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Labour tugs at voters' heartstrings in latest online campaign

LONDON - The government is placing cancer treatment through the NHS at the heart of an online campaign to outline its latest health initiative.

Online strategy: Labour campaign targets David Cameron

Online strategy: Labour campaign targets David Cameron

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The ‘Target Cancer' campaign launched today (9 February) by health secretary Andy Burnham and Labour's general election co-ordinator Douglas Alexander, outlines the government's plans to save up to 10,000 lives.

As part of its election campaign, Labour has pledged to create a new NHS guarantee of cancer diagnosis within a week of GP referral. The guarantee would mean patients being tested and given their results within a week.

In addition, the government has also launched a stinging attack on the Conservatives, as the opposition remains ahead in the polls.

The anti-Conservative campaign, called 'CameraON/CameraOFF', challenges Conservative leader David Cameron's commitment to the NHS and presents him as two-faced.

The public will be driven to voteNHS.com, where they will be asked to register. Users will be able to see patients' testimonials, as well as a map of waiting lists in their area. Users of the site are also encouraged to Tweet the Labour message or post the homepage on their Facebook page.

Earlier this month, Labour joined the Conservatives in proposing advertising cuts, as the Treasury ordered Whitehall departments to cut their marketing budgets by 25% within two years.

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