Created by Anomaly and The Garden Productions – the TV company behind 24 Hours in A&E – the new work continues the "Right now" campaign launched in December 2015, and catches up with some of the individuals previously featured who had benefitted from the charity’s work.
Media on the campaign has been planned and bought by Mediacom. It was directed by Henry Singer and Olly Lambert.
Speaking to Campaign, Jo Cooke, marketing director at Cancer Research UK, said the campaign so far had done a good job of "breaking down the hugeness of cancer", by focusing on the real experiences of individuals, but that a priority now was to demonstrate how much progress was being made in the fight against cancer.
"Where we’ve moved it to now is building in stories of survivors of cancer," Cooke said. "It’s really important for the public to see the role of CRUK in that. One of the things we need to instill is that yes, the job isn’t done, but we are making progress."
Over the last 40 years, the number of cancer patients who survive ten years from diagnosis, has doubled to around half – but Cancer Research UK aims to bring this up to three in four by 2034.
The tools for achieving this target, Cooke said, are a mix of developing new treatments, improving existing treatments, diagnosing cancer earlier on, and prevention strategies – all of which are areas that the charity’s research supports.
The first TV spot of the campaign, debuting on 5 January, features Nicola, who was seen receiving chemotherapy for breast cancer in the original campaign. The new ad features footage of Nicola on holiday by the beach, and at her 60th birthday party. More TV ads, revisiting other people from the campaign, will follow later in the year.
The TV run will be supported by additional video content on social, a platform that Cooke said had delivered "exceptional engagement" for the charity.
"One of the core elements of the campaign which will continue now is the fact it is showing real people, and they are unscripted moments," Cooke said. That closeness is a really important part of the public’s response to it."
Oli Beale, partner and executive creative director at Anomaly, said the new campaign had been inspired by a photo the team had come across.
"Our partnership with Cancer Research UK is so special to us," he said. "It’s shaped who we are as an agency and how we work.
"When we saw a photo of five-year-old Adyan, who was featured in the previous campaign, back in school we all got quite emotional. We decided that we should go back to some of the people we’ve filmed over the last two years and show where they are, thanks to research. It’s the most moving work we’ve seen yet," he added.