Cancer Research

Last Update: 13 January 2008

Cancer Research uses TV ads to target men
Kate O'Flaherty
Marketing Week

CancerCancer Research is launching a TV advertising push targeting what it
calls the "untouched" male market. The month-long campaign, which has
been created by direct marketing specialist Watson Phillips Norman (WPN),
breaks next week (January 7).

The ad calls for people to set up a regular donation by phone or through the
charity's website. WPN client services director Gail Cookson says of the
campaign, which features a father and son on a fishing trip: "The fact
that the central character is male works for both sexes."

She adds that, in general, men do not respond as frequently as women but
that when they do they tend to give more.

The campaign will run on a number of digital channels, as well as Five.
Lord of the Rings star Sean Bean provides the voiceover for the ad.


Cancer Research UK to break national DRTV campaign
Alex Donohue
Brand Republic
January 8, 2008

LONDON - Cancer Research UK is to launch a Watson Phillips Norman-devised
DRTV campaign on terrestrial and satellite channels encouraging donor support
from men.

The campaign, which breaks this week for one month, will appear on around
30 UK channels, including Five, Sky Movies, Sky Travel, Sky Sports 2,
Paramount and History Channel.

The ads aim to increase financial contributions from cold male donors towards
Cancer Research UK's work.

The TV ads were devised by WPN and directed by Clare Kilner, director of
Hollywood film 'The Wedding Date'. They call on viewers to make a donation
through the charity's website or by phone, and feature a voiceover by 'Lord of
the Rings' actor Sean Bean.

WPN, which also handles accounts for WaterAid, ActionAid and PDSA, said its
latest work would aim to attract men who did not normally make donations
to charity campaigns.

Gail Cookson, client services director at WPN, said: 'The creative idea behind
the new campaign is extremely moving, following a father and son on a fishing trip.

'The story plays on the parent-child relationship, showing how when a parent
becomes ill, the roles can often be reversed. The viewer follows the characters
through their journey, and the story ends with a sense of uncertainty.'



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