UK Volume 21 Superbrands UK Annual Vol.21 Cancer Research UK (CRUK) is the world’s leading independent cancer charity . The only charity fighting more than 200 types of cancer , its pioneering work into the prevention, diagnosis and treatment of cancer has helped save millions of lives Market There are more than 195,000 charities registered in the UK and 1,400 cancer charities. With a lower proportion of people supporting charities and consumer confidence at a low, building trust is more important than ever. Charities need to fight even harder for their share of a decreasing market, and to maintain relevance they must move with the times, be innovative, bold and brave. CRUK is the world’s leading independent cancer charity dedicated to saving lives through research, influence and information. CRUK funds nearly 50% of all publicly funded cancer research here in the UK and is the only charity fighting more than 200 types of cancer, from the most common types to those that affect just a few people. Product The number of people around the world who receive a cancer diagnosis each year is expected to rise dramatically, from 18.1 million in 2018 to 29.5 million in 2040. In the 1970s, less than a quarter of people in the UK with cancer survived their disease. But over the last 40 years, survival has doubled – today half will survive their cancer. CRUK’s ambition is to accelerate progress and, by 2034, see three-quarters of people surviving the disease for 10 years or more. CRUK is pioneering new ways to prevent, diagnose and treat cancer, as well as finding ways to optimise existing treatments. The infrastructure it has created for scientists enables world-class research. It engages and empowers patients, policymakers and the public to make sure advances in research have a positive impact. It also provides information to approximately 38 million people each year – from prevention and diagnosis, to treatment and beyond. CRUK’s work is funded by the generosity of its supporters and partners, raising money through donations, legacies, community fundraising, events, retail and corporate partnerships. All of this is supported by an incredible network of around 40,000 dedicated volunteers. Achievements CRUK is number one in Third Sector’s 2019 annual Charity Brand Index and also ranked second most famous in YouGov’s 2020 CharityIndex. In 2019 the charity was awarded ‘Brave brand of the year, 2019’ by The Marketing Society for its national obesity awareness campaign. An award that recognises brands that take risks and stand out from the competition. In July 2020, the UK Government launched a significant new strategy to help tackle obesity. This included a ban on TV and online adverts for junk food before 9pm – something CRUK has been campaigning for over several years.