Cancer Research UK is urging the British public to think about the power of their signature in a new ‘behaviour changing’ campaign from Atomic London that hopes to get people writing a gift to the charity in their Will.
The TV campaign highlights how a gift to Cancer Research UK can help to develop long-term research into the disease, saving lives and writing an end to cancer.
The creative takes the viewer on a journey reflecting how a signature is pivotal to many life moments from registering a birth, signing a marriage certificate and landing your idols autograph.
Nick Georgiadis, head of legacy marketing at Cancer Research UK, commented: “We hope this idea will help to transform the legacy giving marketplace and ultimately help us beat cancer sooner.”
Guy Bradbury, executive creative director and founding partner at Atomic London, added: “Through landing the inspiring claim – ‘You will help write an end to cancer’ – we’re hoping to make it the social norm to leave a gift in your Will. Increasing legacy giving, that already accounts for one third of CRUK donations.”
The campaign is part of the cancer charity’s strategy of positive marketing campaigns, the TV advert is supported by radio and press activity planned and bought through MediaCom.