Cancer Research UK Couples

Cancer Research UK ran “Couples”, an advertising campaign telling the stories of those people affected by cancer. The TV ad at the centre of the campaign shows mothers, daughters, husbands, grandchildren and friends talk about their loved ones’ lives with cancer. Quick editing moves through shots of the couples reliving the moment their disease was diagnosed and their initial despair. The ad then goes on to describe their joy when they realised they were beating their illnesses. It closes with a shot of one person sitting on the sofa alone, having lost a loved one to cancer. The campaign, launched in July 2011, included online videos (see below), tactical radio, targeted digital activity and in-store posters.

Cancer Research UK Mother Daughter story


Click on the image below to play the Couples video in YouTube (HD)

Louise shares her story about her father Tony’s prostate cancer. Click on the image below to play the Louise and her Dad video in YouTube (HD)

Julie shares her story about how her son Alex was diagnosed with acute lymphoblastic leukaemia (ALL) in December 2003 when he was just six. Click on the image below to play the video in YouTube (HD)

Sarajane shares her story about her husband, Leslie. He passed away in May 2009 after a two-year battle with cancer. Click on the image below to play the video in YouTube (HD)

Stewart shares his story about what happened when his wife Dolores was diagnosed with bowel cancer. Click on the image below to play the video in YouTube (HD)

James shares his story about what happened when his sister Amy was diagnosed with non-Hodgkin’s lymphoma. Click on the image below to play the video in YouTube (HD)

Harvinder shares her story about what happened when her mum Nisha was diagnosed with breast cancer. Click on the image below to play the video in YouTube (HD)

Karen was one of the people featured at the end of the Couples video, weeping. Click on the image below to play Karen’s story in YouTube (HD)

Roger was the other person featured at the end of the couples video. Roger shares his story about the loss of his daughter Penelope to a brain tumour in July 2008. She was just 32. Click on the image below to play the video in YouTube (HD)

Credits

The Couples campaign was developed at AMV BBDO, London, by copywriters/art directors Milo Campbell and Sonny Adorjan.

Filming was shot by director Joanna Bailey via Bare Films with executive producer Helen Hadfield.

Editor was Adam Marshall at The Whitehouse Post with assistant editor Flaura Atkinson. Post production was done at The Mill, London, by VFX producer Sophie Hogg and colourist Seamus O’Kane.

Media planning was by MediaCom.