Cancer Research UK has announced that it will air 90 seconds of a live colonoscopy on Channel 4, in order to highlight “the positive impact” research has had on beating cancer.
CRUK said that the 90 second advert, titled ‘Live from the Inside’ will be shown at approximately 3.25pm on Wednesday, and will “provide viewers with a unique opportunity to watch the removal of bowel polyps as it takes place”.
Both the organisation and Channel 4 have said that the advert represents “a global broadcasting first”.
The advert is part of CRUK’s wider ‘Right Now’ campaign, which launched on Boxing Day. The campaign, devised by creative agency Anomaly, aims to show “the reality of day-to-day life for those affected by cancer”.
The advert is the result of a collaboration between Channel 4’s sales arm, media agency MediaCom and creative agency Anomaly, alongside CRUK and a film company.
A ten second teaser trailer will launch on Channel 4 this evening and a second, 60-second version of the ad will run at approximately 9.30pm on the evening of the 18 January.
‘Unique insight of seeing live inside the human body’, says Aspel
Ed Aspel, executive director of fundraising and marketing at CRUK said the advert will give viewers the “unique insight of seeing live inside the human body, and witness a procedure that can actually prevent cancer from developing”.
The procedure will be performed and filmed at Cardiff and Vale University Hospital by Doctor Sunil Dolwani. Dolwani will explain what viewers can see throughout the live broadcast.
The patient has been named by CRUK as Philip McSparron, and will be undergoing the procedure after tests done as part of the routine bowel cancer screening programme “picked up hidden traces of blood in his poo”. Further tests revealed that McSparron had two bowel polyps.
According to the press release “while most polyps don’t develop into cancer, some do, therefore removing them can help prevent bowel cancer”.
Aspel said that the advert would also be important in breaking down barriers and encouraging conversation about the effects of cancer, but also the medical progress being made.
“Half of us will be diagnosed with cancer in our lifetime so it’s important to break down barriers, encourage conversation, and show the progress that is being made in beating cancer. It’s our ambition to speed up progress so that within the next 20 years, three in four people will survive their cancer for at least 10 years,” said Aspel.
“At Cancer Research UK, we rely on people’s generosity as we don’t receive any government funding for our life-saving research. We hope our live advert will show the impact research has made so far, and inspire people to see how their support can enable continued work to beat cancer.”
Danny Peace, agency principal from Channel 4, said the partnership between the broadcaster and CRUK delivered “a truly unique and highly engaging experience for viewers, whilst conveying a very important message”.
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