Hard hitting cancer TV commercial launches using real life sufferers to boost charitable donations.

It forms part of an integrated campaign which aims to raise awareness of the charity and increase donations for cancer research.Created with ad agency AMV BBDO, the 'Bad Day' campaign focuses on the emotions and realities of being diagnosed with cancer.

Participants speak direct to camera with messages which recognise the progress made in treating cancer but also highlighting that there is still a long way to go.

Carolan Davidge, the charity's director of brand and PR, said: "We have chosen real people over actors to emphasise that cancer is not something which happens to ‘other people’
 "Working alongside AMV, we have developed an innovative communications programme that we hope will engage the public, deliver our core messages and encourage donations to fund our vital work.”
A dedicated area on the homepage of the Cancer Research UK website will host stories from each of the participants taking part in the campaign.
Radio and press ads and a national and regional PR strategy complete the campaign.