This was a campaign about cancer affecting people and their lives – not about the lab science. The digital work was part of an integrated campaign and focused on the advances Cancer Research UK has made over the past ten years, highlighting the need for further support.

We showed moments when people reflect on how cancer affected them and their loved ones, featuring the line "I shouldn't be here". An Overlay played with the geographical notion of 'being here'; an expandable banner presented more details of survivors' cases, whilst continually presenting a call to donate – balancing emotion and action.

The idea launched with a 150 foot high teaser poster projected onto Battersea Power Station in London. This was followed with a 30-second brand response TV spot and a 60-second DRTV spot. Online activity launched. Long copy press ads then appeared in the Sunday supplements, along with tube cards and cross track posters on the London Underground. Simultaneously, stickers appeared in graffiti hot spots and the campaign line "I shouldn't be here" was texted to mobile phones. Survivors wore "I shouldn't be here" T-shirts and memorial benches dedicated to survivors were put in parks.