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Cancer Research UK ‘Every Moment Counts’

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AMV BBDO create online platform to encourage urgency around cancer treatment

Cancer Research UK ‘Every Moment Counts’

Cancer Research UK   together with agency partner AMV BBDO, have launched an online platform ‘Every Moment Counts’ to  engage with the public and use survivors’ experiences to communicate the urgency of beating cancer sooner.  

The platform houses a crowd-sourced gallery of images ( where cancer survivors are being asked to identify moments in their life that matter to them.  This website alongside a film entitled ‘Moments’ taps into the insight that those that have been touched by cancer value time in a more heightened manner and cherish even the smallest of moments. Cancer survivors see the importance of little moments the rest of us often take for granted. 

The'Moments' film was shot by documentary film-maker, Finn McGough. This beautifully crafted short film captures the emotion of the unique moment each cancer survivor describes, along with their authentic observations about what it means to them. Viewers are then encouraged to submit their own moments to the ‘Every Moment Counts’ site ( 

The two minute ‘Moments’ film went live on on 30th September, and cut downs of the film are due to go live on various owned and paid media sites including YouTube, Huffington Post, Xasis as well as Cancer Research UK’s Facebook and Twitter pages. Cancer Research UK is also running a partnership with The Times to celebrate cancer survivor's moments.




Project:    Always On - Survivor Film
Client name & job title:    Richard Taylor (Executive Director Fundraising and Marketing Cancer Research UK)
Natasha Hill (Brand and Strategic Marketing Director at Cancer Research UK)
Clare Moore (Head of Strategic Marketing)
Paul Clarke (Head of Strategic Marketing)
Becky Johnson (Senior Marketing Manager)
Jane Richards (Marketing Executive)
Creative Agency:    AMV BBDO
Copywriter:    Toby Allen 
Art Director:    Jim Hilson
Agency Planner:    Lilian Sor
Agency Account Man:    Emily Atkinson, Lizzie Edwards
TV Producer:    Verity Elvin, Claire Toms
Media Agency:    MediaCom
Media Planner:    Lucy Mitchell
Production Company:    Rogue Films
Director:    Finn McGough

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Categories: Charity, Corporate, Social and PSAs

AMV BBDO, Fri, 04 Oct 2013 14:09:33 GMT