Atomic London and Cancer Research UK launch legacy giving campaign

Atomic London and Cancer Research UK have announced the launch of a new TV campaign aimed at encouraging legacy giving to the charity.

The advertisements aim to highlight how donating money to the organisation via gifts in wills can help to fund long-term research projects into the deadly disease, with the eventual goal of bringing an end to cancer, reports The Drum.

It comes as part of Cancer Research UK's wider strategy of positive marketing campaigns, with the TV commercial to be supported by radio and press activity planned and bought through MediaCom.

Guy Bradbury, executive creative director and founding partner at Atomic London, said: "We're hoping to make it the social norm to leave a gift in your will, increasing legacy giving, which already accounts for one third of Cancer Research UK donations."

This comes after Open Road and Blue Rubicon were recently appointed to lead Cancer Research UK's messaging and engagement programme ahead of next year's general election.

The charity itself also appointed Laura Peters as its new head of PR this month in order to further bolster its comms capabilities.