Product category:
Direct marketing agencies
News Release from: Watson Phillips Norman
Edited by the Marketingservicestalk Editorial
Team on 20 March 2007
WPN creates first DRTV ad for cancer
charity
Direct response specialist Watson Phillips Norman has created the first DRTV commercial for Breakthrough Breast Cancer, the charity fighting breast cancer through research, campaigning and education.
The 90-second commercial launches a day after Mother's Day on Monday 19 March and will run for a month on satellite and cable channels including Sky, ITV3, Living TV and UKTV channels Most of the TV spots will air during the day in order to target women over the age of 40 who are most at risk of breast cancer
The objective of the campaign is to help Breakthrough differentiate itself from other breast cancer charities and generate cost-effective recruitment in a crowded marketplace.
Gail Cookson, Client Services Director at Watson Phillips Norman, commented: "When we first started talking to supporters of Breakthrough, we were overwhelmed by their enthusiasm and passion to help the charity with this commercial.
"This enthusiasm was shared by everyone who got involved with the ad from start to finish.
" The creative, entitled "Home Movie", uses real footage of special moments in the lives of women with breast cancer.
Using statistics which show that 8 out of 10 women are now expected to survive the disease for at least five years (Office for National Statistics), the creative provides an inspirational call to action for viewers to support the charity.
All the women featured in the ad have or have had breast cancer.
Surviving relatives provide the voice-overs and the main voice-over is provided, free of charge, by actress Jemma Redgrave, whose mother died of breast cancer.
Permission was granted for the first time to use the music "My heart will go on", from the film Titanic, in a commercial.
Rebecca Leuw, Head of Donor Marketing at Breakthrough Breast Cancer, commented: "We approached Watson Phillips Norman as we knew their track record on DRTV was second to none.
"This is a major project for us - we are keen to extend our recruitment channels and DRTV seems an obvious medium for our cause.
"Some 44,000 women a year are now diagnosed with breast cancer in the UK and it is the second most common cause of death from cancer in women so it affects a huge number of families every year.
"The funds raised from this campaign will go towards Breakthrough's vital research, campaigning and education work to help us move one step further to our vision of a future free from the fear of breast cancer".
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