The campaign first launched in 2015 and was filmed in a documentary style, detailing the reality of everyday life for cancer patients.
According to Cancer Research UK, the new focus will highlight the fact that research is progressing, enabling the development of new and better treatments, which are helping more people survive cancer than in previous years.
See also: American Cancer Society: ‘We are more than just a research organization’
The campaign will launch across social media, digital channels and via outdoor advertising on 1 January, while television adverts following a ‘then and now’ narrative highlighting the impact of research will air from 5 January.
Jo Cooke, director of brand, marketing and innovation at Cancer Research UK, told PRWeek the campaign was designed to show that through research, real action is being taken to beat cancer.
Cooke said: “We want to show how the public’s generous donations are really making a difference and how the work we are undertaking is improving cancer survival and providing hope for people suffering with this disease.”
See also: Pfizer celebrates the faces behind its vaccines with documentary
The campaign was created in partnership with advertising and marketing agency Anomaly, which helped launch Right Now in 2015.
This story first appeared in PRWeek.
