Cancer Research UK (CRUK) has launched a campaign to incentivize people to leave a gift in their will and help cure cancer for future generations. The charities 'Gifts in Wills' initiative funds over a third of the charity's pioneering work into the prevention, diagnosis and treatment of cancer - totalling £182m last year alone. Created by Atomic London - its first legacy campaign since 2016 - the ad invites the nation to make a pledge to beat cancer. Featuring real CRUK legacy supporters, researchers and survivors, the film shows what can be achieved when scientists and supporters come together as a collective force. To encourage viewers to personally connect, each figure talks directly to the camera, as they state their pledge on beating cancer. CreditsClient: Cancer Research UKCreative Partners: Guy Bradbury & Dave HendersonCreative Team: Guy Bradbury, Dave Henderson, Max Sizeland, James HalladayHead of Design: Pete MouldHead of Planning: Steve HopkinsBusiness Director: Mel McMillanAccount Manager: Catherine MartynProject Manger: Charlie BerryTV Producer: Tim PageDirector: Will WilliamsonTV production: Armoury London