SILVER AWARD Project: Still Here TV Agency: OgilvyOne Worldwide Creative directors: Colin Nimick, Paul Hargreaves Art director: Charlie Wilson Copywriter: Emma de la Fosse Account directors: Alison Squire, Erica North Client: Cancer Research UK Direct marketing director: Antony Newman
Many people think cancer is just one disease and that there will be one cure. This discourages them from donating money. In reality, there are many types of cancer and treatment.
The "I Shouldn't Be Here" direct response TV ad celebrated the lives of people who would not be enjoying life if it was not for research funding.
At a time when 81 per cent of adults gave to the tsunami appeal, the campaign achieved the highest-ever level of awareness for the charity.
It has contributed to more than 200,000 new donors and incremental income of £8 million.
Also won: Campaign Gold Award, Best Use of Outdoor, Best Use of Press.