Cancer Research UK's positive outlook continues with their current campaign for The IN Thing, a drive to get girls staying in and hosting fundraising parties throughout November. I'm hoping their next campaign will encourage men to go to the pub. Maybe a sponsored drink off. You can have that idea for free Cancer Research UK.
I spotted one of these IN Thing ads on the train and even though I'm way outside the target audience, it's just about the only ad I can remember seeing that whole day. In fact, it's one of only a few ads that I can remember from the last week. Why? Because it's different. It's positive.
There are loads of great charity ads on trains. They usually have amazing headlines and compelling body copy. Problem is, every single one looks the same.
By portraying a positive message, Cancer Research UK are standing out. Everyone who's built up a tolerance to shock tactics are back in play. And the message generally makes you think that your money could really make a difference there.
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