Our strategy with Cancer Research UK is to reframe how people see the fight against cancer, and so the charity’s role. Move it from ‘one day’ to ‘today’. Make it about immediacy. Battles being fought now, demanding action now.
To show that action is being taken against cancer ‘right now’, we removed a potentially cancerous polyp live on TV.
The operation was aired on a Wednesday afternoon from a hospital in Cardiff, where Dr. Dolwani removed a polyp from inside a patient’s bowel using an electronic lasso, from which an endoscope camera live broadcasted footage.
The procedure was explained, performed and finished within 90 seconds, produced for under £60k and generated national PR coverage for Cancer Research UK.