Cancer Research UK has launched an emotionally led, user-generated content campaign in the lead up to Mother’s Day. In a climate where trust in UK charities has dropped, this new campaign sets out to directly thank Cancer Research UK’s regular supporters, showing them the impact they have made on people’s lives. This 'survivor generated' campaign features mums that are alive today thanks to pioneering research, which is in part funded by monthly donations like theirs. The campaign highlights that survival rates have risen from 1 in 4 people surviving cancer for 10 years or more to 2 in 4.Created by Atomic London, ‘Because of You’ thanks the many regular supporters of the charity by celebrating mums who ‘are still being mums right now’ through powerful and uplifting at-home footage taken by friends and family. In a bid to prove to supporters that donations really do make an incredible difference, the charity chose to use real content to strengthen the connection between supporters and those that are directly benefited.The digitally lead campaign is being rolled out in the lead up to Mother’s Day across pre-roll, social, digital and owned channels. The campaign is also launching in partnership with NetMums, and will form a full website and communications takeover.CreditsFounding creative partner: Guy BradburyCreative director: Matt GilbertSenior art director: Dave TokleyPlanning director: Richard HillAccount director: Sophie MarshallAgency producer: Charlie China, Sarah BrowellMedia company: MediacomEditor: James SheeheyPost production: Big BouyAudio post production: Big Bouy