Sky Media has partnered with charity Cancer Research UK to highlight the transformative impact of gifts in wills with a wide-ranging new campaign for World Cancer Day (4 February.)
‘The Power of Pledges’ ads will feature stories from real cancer patients as they explain how their decision to gift money in their wills to Cancer Research UK will help further the fight against the disease.
Set to be broadcast across Channel 5 and Sky Arts through to the end of March, the campaign will feature four narrative threads spotlighting individuals whose lives have been shaped by cancer, showcasing the charity’s invaluable work.
“Every two minutes, someone in the UK is diagnosed with cancer, a life-altering moment that also deeply affects their families and friends,” said Sky Media director of client and marketing, Karin Seymour.
“By sharing these powerful stories of progress and creativity with audiences nationwide, we aim to inspire more legacy donations that help save lives and create meaningful change.”
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Crafted in collaboration between Sky Media and EssenceMediacom, the films will be pushed via TV, social media and video-on-demand, with the long-form 90-second spots airing on Sky Arts and Sky Nature.
Cancer Research UK director of product and portfolio, Clare Moore added: “Thanks to our supporters, our work has helped double cancer survival in the UK in the last 50 years. But with nearly one in two of us diagnosed with cancer in our lifetime, we must go further and faster.
“That’s why we’re shining a light on pledging a gift in your will, because of the life-saving impact it could have for future generations. Gifts in wills fund a third of Cancer Research UK’s vital work, enabling us to invest in pioneering trials and long-term research projects that could find new ways to outsmart cancer and make a huge difference to thousands of families across the UK.
She continued: “When someone writes Cancer Research UK into their will, they’re helping to create a future that could protect the ones they love and we take that responsibility very seriously. So, we hope that people will take steps to find out more about gifts in wills.”
