Cancer Research UK is handing prime-time TV space to cancer survivors and their families, giving them the opportunity to give their thanks to those who have remembered the charity in their Will.In a number of poignant, emotional adverts launching today and created by Atomic London, real people affected by cancer will talk about their gratitude to those who have left a legacy gift, which funds over a third of Cancer Research UK’s work.The unscripted adverts will run as five 30s and one 60s spot – airing during prime-time shows such as Coronation Street and the X Factor on ITV, as well as Channel 4’s coverage of the Paralympics. The TV buy also includes Sky Media, Channel 5, ITV and Channel 4’s on-demand digital platforms. Further activity will run in print, online and on social media. Media buying has been handled by MediaCom.The integrated campaign aims to encourage people to leave a gift to Cancer Research UK in their Will. Gifts in Wills fund over a third of the charity’s pioneering work into the prevention, diagnosis and treatment of cancer and last year this income totalled £178m.

CreditsCreative Director: Guy BradburyCopywriter: Gary TurnerArt Director: Jamie MarshallAdditional Credits: Planning Director: Richard HillPlanner: Will HumphreyBusiness Director: Kate MackinnonSenior Account Manager: Jess FelthamAgency Producer: Rob SteinerMedia Company: MediaComProduction Company: Another Film CompanyDirector: Lucy BlakstadEditor: Darren BaldwinPost prod Producer: Rachel MussettPost-production: Unit TVAudio post-production: Final Cut