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Cancer Research targets over-50s in legacy push

LONDON - Cancer Research UK is launching a press and radio campaign, created by WWAV Rapp Collins, to promote legacy giving.

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This latest push has been created by WWAV Rapp Collins London and carries the phrase "We will" as it directs those interested in including the charity in their will to contact Cancer Research by either coupon, phone or online.

A key focus is the over-50s audience, with media used including Reader's Digest, Good Housekeeping and Saga, as well as radio stations Magic, Smooth FM and Classic FM.

Duncan Bell, head of legacy fundraising at Cancer Research UK, said: "Gifts left in wills are vital to the work we do and have helped us save many thousands of lives.

"This campaign highlights how these donations will help us beat cancer and we are confident it will not just raise awareness of the importance of legacies but also motivate more people to remember us in their wills."

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