New campaign urges Scots to do all they can to beat the country's biggest killer
Scots are being urged to take action to beat cancer Right Now as part of an inspiring new campaign.
The Cancer Research UK campaign highlights the personal impact of cancer with a series of adverts featuring real people filmed in documentary style, in hospital.
Highly charged and emotional ads bring together real stories of patients and their loved ones, researchers and medical staff including moments of diagnosis, treatment and test results.
They use observational footage to capture raw, honest and touching moments. This is an innovative approach for a charity campaign and one which Cancer Research UK hopes will galvanise people into action.
Every day, around 85 people are diagnosed with cancer in Scotland.
Linda Summerhayes, Cancer Research UK spokesperson in Scotland, said: “Our Right Now campaign is a mosaic of cancer experiences which shine a light on the reality taking place, every day, across the UK.
“We hope the campaign – which features emotional TV, poster and radio adverts – will break down the idea of ‘beating cancer’, so it feels much more tangible and people can see how the actions they can take today can make a difference.
“People in our region hear the words ‘you have cancer’ every day. It’s life-changing for them, for their families and friends and for everyone who cares about them. Our campaign shows that research is working. But sadly, for some, time is so much shorter than it should be.
“That’s why our doctors, nurses and scientists are striving every day to find better, more effective and kinder ways to treat this devastating disease. We want people to watch the adverts and feel compelled to act - right now - to help more people survive.”
The new campaign aims to convince people that small actions taken today will really make a difference to beat cancer sooner.
The majority of people surveyed in Scotland – around 70 per cent – agreed that scientific research is the only way that new treatments and methods will be developed to prevent, diagnose treat, or cure cancer, according to a YouGov poll for Cancer Research UK.
Research has led to an improved understanding of the biology and causes of cancer. This in turn has led to discovering better ways to prevent, diagnose and treat the disease. But to help even more people survive, Cancer Research UK needs everyone in Scotland to take action.
Summerhayes continued: “There are so many ways to get involved. From taking part in Dryathlon in January, signing up now for a Race for Life event in Scotland or giving time to volunteer in our shops.
“The key is to commit right now and to help shape a better future for everyone diagnosed with cancer.”
Filming for the campaign took place at the Leeds Cancer Centre, Southampton General Hospital, St Bartholomew’s Hospital London and the Cancer Research UK Cambridge Institute.
