Campaign Direct Awards 2006: Best Use of Press

SILVER AWARD Project: Still Here Press Agency: OgilvyOne Worldwide Creative directors: Colin Nimick, Paul Hargreaves Art director: Charlie Wilson Copywriters: Emma de la Fosse, Cara Hickey Account directors: Alison Squire, Erica North Client: Cancer Research UK Direct marketing director: Antony Newman

Cancer Research UK's target market, people whose lives have been affected by cancer, think it is one disease and that there will be one cure. This makes them believe it is pointless to donate to research.

The "I Shouldn't Be Here" press campaign aimed to attract donors using dramatic stories of people who were treated successfully. Ads were placed where one would not expect them, such as an image of an elderly man in the fashion section of a woman's magazine.

A record number of people visited the website during the campaign and it 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 Broadcast.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).