Home > News > Corporate > Cancer Research UK and Sky Media join forces to bring new ‘Power of Pledges’ campaign to life highlighting the transformative impact of Gifts in Wills.
Cancer Research UK and Sky Media join forces to bring new ‘Power of Pledges’ campaign to life highlighting the transformative impact of Gifts in Wills.
World’s leading cancer charity teams up with Sky Arts and Channel 5 to share inspiring stories of resilience and progress.
Sky Media, the advertising sales arm of Sky, has joined forces with Cancer Research UK to launch a compelling campaign showcasing the transformative power of legacy gifts. The ‘Power of Pledges’ campaign will debut on World Cancer Day (4th February), using real-life stories to highlight how gifts in Wills contribute to ground breaking advancements in cancer research and treatment.
Gifts in Wills have played a vital role in helping to double cancer survival in the UK over the past 50 years. This campaign brings the impact of those donations to life by featuring inspiring stories of resilience, creativity, and innovation from cancer survivors, researchers, and artists. Actor Stephen Mangan, who has a personal connection to cancer, after losing both parents to the disease, narrates the campaign.
The campaign features four creative threads, broadcast across Channel 5 and Sky Arts from the 4th of February until the end of March. These short films highlight individuals whose lives have been shaped by cancer and explore the life changing work of Cancer Research UK.
On Channel 5, the 60” and 20” films join Dr. Jamie Dean and Professor Maria Hawkins who share advancements in radiotherapy being helped by gifts in Wills and highlight real stories of those who have benefitted from research developments
On Sky Arts, the 90” creatives focus on artists like Carole Ellis, who channels her cancer journey to evolve her artistic work to ‘uplift, brighten their days and give hope’, and Helen Anahita Wilson, a musician whose experience with cancer has shaped her artistic expression, using plants to create music that improves the experience of those going through treatment.
Karin Seymour, Director of Client and Marketing at Sky Media, commented:“Every two minutes, someone in the UK is diagnosed with cancer, a life-altering moment that also deeply affects their families and friends. By sharing these powerful stories of progress and creativity with audiences nationwide, we aim to inspire more legacy donations that help save lives and create meaningful change.”
Clare Moore, Director of Product & Portfolio at Cancer Research UK, added: “Thanks to our supporters, our work has helped double cancer survival in the UK in the last fifty years. But with nearly one in two of us diagnosed with cancer in our lifetime, we must go further and faster**. That’s why we’re shining a light on pledging a gift in your Will, because of the life-saving impact it could have for future generations. Gifts in Wills fund a third of Cancer Research UK’s vital work, enabling us to invest in pioneering trials and long-term research projects that could find new ways to outsmart cancer and make a huge difference to thousands of families across the UK. When someone writes Cancer Research UK into their Will, they’re helping to create a future that could protect the ones they love and we take that responsibility very seriously. So, we hope that people will take steps to find out more about gifts in Wills.”
The short films produced by Recipe, will be placed in contextually aligned content across both channels including medical-themed shows such as Ambulance: Code Red, Critical Condition, and GP’s Behind Closed Doors. These programmes bring the intersection of medicine and science to life through powerful human stories, resonating deeply with the target audience – viewers aged 55+. This campaign harnesses insights that people are more likely to support a charity after hearing directly from someone affected by cancer, making these placements important in getting people to consider leaving a gift in their Will.
A survey commissioned by Cancer Research UK found that 1 in 6 UK adults (17%) are unaware that they can gift money or items to charities in their Will. However, 32% of respondents with a Will say they do include a gift to charity and 30% of people who are aware they can leave a gift to charity, would consider doing so in future.
Managed by EssenceMediacom and Sky Media, these stories will run across TV, social and video-on-demand (VOD). The longer-formcreatives will air on channels including Sky News and Sky Nature.
Nicholas Goodeve-Docker, Senior Associate Director at EssenceMediacom said: “At EssenceMediacom, we’re committed to using innovative media strategies to help our clients reach new and engaged audiences. Through media buying across Channel 5, Sky Arts, and digital platforms, we are excited to have helped facilitate this partnership between Cancer Research UK and Sky to maximise the impact of these powerful personal stories. By driving awareness, engagement, and ultimately greater support for life-saving research, this campaign also highlights the vital role of leaving a gift in a will to CRUK—helping to fund future breakthroughs and leave a lasting legacy in cancer research.”
Katie Weymouth, Senior Account Manager at Recipe said: “This has been a unique experience. Collaborating with Cancer Research UK, people who’ve been through cancer treatment and the researchers fighting for better treatments, has been really moving. It’s been a project full of authenticity and heart and partnering with the powerhouses that are Sky, Channel 5 and EssenceMediacom, we’ve hopefully raised awareness and demonstrated the power of leaving a lasting legacy. This has been an insightful journey from so many perspectives and one I hope the audience will connect with on a deeper level.”
Christa Thompson, UK & International Group Director, Paramount Advertising International said: “This creative collaboration provides CRUK with a national public service platform to showcase their important work in a way that will really resonate with Channel 5’s viewers.”
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