# Cancer Research UK launches first legacy advertising campaign since 2016

- Link: https://fundraising.co.uk/2019/02/15/cancer-research-uk-launches-first-legacy-advertising-campaign-since-2016/
- Published: 2019-02-15T08:55:24+00:00
- Author: Melanie May

**Cancer Research UK has launched its first legacy advertising campaign since 2016.**

The campaign launched on 11 February and will run across TV, press, digital, social
and out of home. It aims to increase awareness of legacy giving and inspire people
to pledge to [Cancer Research UK](https://www.cancerresearchuk.org/) in their will.

Gifts in wills fund over a third of the charity’s work into the prevention, diagnosis
and treatment of cancer and last year income totalled £182million.

## Advertisement

The TV advert features real Cancer Research UK legacy supporters, researchers and
survivors from across the country looking down the barrel of the camera lens to 
state their pledge, from leaving a gift in their will to Cancer Research UK, to 
making more discoveries or to keep working to beat cancer.

 

**Editor’s note:** _the video previously embedded here (https://www.youtube.com/
watch?v=rl7\_4mBv30s) is no longer available._

 

According to the charity, while this is its first legacy advertising campaign since
2016, it has continued raising awareness of gifts in wills in other ways during 
this period, and also used this time to develop a new focus, putting supporters 
and researchers at the heart of it work, which is reflected in this campaign.

Claire Pilcher, Cancer Research UK Head of Legacy Supporter Engagement, said:

>  “By showing people coming together to make a pledge to beat cancer for future
> generations, we are hoping to create a collective movement towards a future where
> no one has to fear cancer. “The advert features real people who are making an 
> invaluable contribution to the cause. They are completely unscripted, and the 
> words used in the adverts are their own. We hope to show through this that leaving
> a gift in your will to Cancer Research UK is a powerful legacy that we can all
> leave, that will benefit every generation to come.”

 * **[Changes to Wills Notification Service could affect charitable spend on good causes says ILM](https://fundraising.co.uk/2019/02/25/changes-to-wills-notification-service-could-affect-charitable-spend-on-good-causes-says-ilm/)**(
   25 February 2019)
 * **[Legacy income falls under Brexit ‘fog’](https://fundraising.co.uk/2019/03/06/legacy-income-falls-under-brexit-fog/)**(
   6 March 2019)
 * **[Sector bodies unite in joint letter to Justice Minister on probate fee concerns](https://fundraising.co.uk/2019/03/12/sector-bodies-unite-joint-letter-to-justice-minister-on-probate-fee-concerns/)**(
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