The creative idea was simple.

Cancer is happening right now. You can do something about it right now.

Our ambition was to share the personal stories of those affected by cancer. The subject could be a patient, a medic, a researcher or a CRUK volunteer, in fact it needed to be all those people and more. It was these people's moments that would be most powerful, because they are most real and most human.

Each moment would make cancer feel tangible and hugely personal, but put together with hundreds of other stories, the collective campaign would represent the overwhelming reality of cancer right now.

No scripts. No actors. No sets. Reality.

We didn't need a conceit. We didn't need a concept. We needed to step out of the way and simply draw attention to hugely powerful truths, capturing them brilliantly, then playing everything out across a wide range of media.

By partnering with a documentary production company, we were able to shoot live in hospitals and research centres over 9 weeks, filming 400+ people and consulting with even more.

The wealth of stories were played out across 12 TV commercials, 8 social films, 10 radio ads, a host of billboards, retail posters, social films and stories, and hundreds of real-time digital posters.

Overall we ran over 550 pieces of content. All of this for roughly the same budget you’d normally spend on a TV ad and 3 posters. We designed bespoke executions for each channel and used media to surface contextually relevant stories.

For example, we played out short, intense moments in TV, captured poignant stories on billboards, used digital out-of-home to capture real cancer experiences of patients, researchers, doctors, nurses and volunteers. (5-10 stories per day throughout the campaign). We shared videos and re-targeted audiences to deepen engagement.

We use BrainJuicer’s widely used model to measure peoples emotional response to our advertising, which is based on the well-evidenced fact that if people feel nothing they will do nothing. In their evaluation, 6 of the 17 executions tested scored 5 stars putting them in the top 14% of ads tests around the world.

Our approach of using multiple touch points to show people the tapestry of cancer happening right now proved to be successful as we saw that people were more engaged with the brand if they had seen 4+ executions.

Its secondary objective was to deliver an uplift in income across the charity through its halo effect. We saw 21% more single online donations and 50% more online sign-ups for regular donations, versus the same period last year. This equates to an additional £44,158 in single donations, and we estimate will lead to an additional £950,530 in lifetime value.