1. ITV Report

New campaign urges Yorkshire to take early action to beat cancer

Cancer patients in Leeds are featuring in a new national campaign to urge people to take action early to beat the illness.

The 'Right Now' campaign by Cancer Research UK highlights the real stories of patients and their loved ones.

Every day, around 81 people are diagnosed with cancer in Yorkshire and the Humber.

The highly charged and emotional ads bring together the real stories of patients and their loved ones, researchers and medical staff; including moments of diagnosis, treatment and test results. It includes people filmed at the Leeds Cancer Centre.

They use observational footage to capture raw, honest and touching moments. This is an innovative approach for a charity campaign and one which Cancer Research UK hopes will galvanise people into action.

The new campaign aims to convince people that small actions taken today will really make a difference to beat cancer sooner.

Our Right Now campaign is a mosaic of cancer experiences which shine a light on the reality taking place, every day, across the region and the UK. We hope the campaign will break down the idea of ‘beating cancer’, so it feels much more tangible and people can see how the actions they can take today can make a difference.

People in our region hear the words ‘you have cancer’ every day. It’s life-changing for them, for their families and friends and for everyone who cares about them. Our campaign shows that research is working. But sadly, for some, time is so much shorter than it should be.

That’s why our doctors, nurses and scientists are striving every day to find better, more effective and kinder ways to treat this devastating disease. We want people to watch the adverts and feel compelled to act - right now - to help more people survive.

– Nicki Embleton, Cancer Research UK