The number of people in the UK dying from the most common forms of cancer has dropped to its lowest level for 40 years, according to new figures.
Mortality rates for three of the UK's most common cancers - breast, bowel and male lung cancer are at their lowest since 1971, Cancer Research UK says.
More than 100,000 people are diagnosed with these cancers every year, but fewer are dying from the diseases.
Cancer Research UK believes that this is because of new and more effective treatments and screening.
Deaths from lung cancer have also been been falling as more people give up smoking.
But the battle is not over yet.
The charity is launching a new TV ad campaign on July 12 to improve awareness and raise money for further research.
180-audrey-williams breast cancer patient cancer research uk
Audrey features in awareness ad
Audrey Williams is a 50-year-old artist and mother from Streatham, London, who appears in the ad.
She was diagnosed with breast cancer in 2002.
"We aren't actors; we are all real people who have gone through cancer and we can reach out to others," she said.
Harpal Kumar, chief executive of Cancer Research UK, said: "Survival rates have doubled in the last thirty years and the work of Cancer Research UK has been at the heart of that progress.
"Our research is behind 19 of the top 20 drugs used to treat cancer patients worldwide today.
"But research is expensive and, because we rely completely on donations from the public, we can only continue this vital work with people's support."
Mortality rates for three of the UK's most common cancers - breast, bowel and male lung cancer are at their lowest since 1971, Cancer Research UK says.
More than 100,000 people are diagnosed with these cancers every year, but fewer are dying from the diseases.
Cancer Research UK believes that this is because of new and more effective treatments and screening.
Deaths from lung cancer have also been been falling as more people give up smoking.
But the battle is not over yet.
The charity is launching a new TV ad campaign on July 12 to improve awareness and raise money for further research.
180-audrey-williams breast cancer patient cancer research uk
Audrey features in awareness ad
Audrey Williams is a 50-year-old artist and mother from Streatham, London, who appears in the ad.
She was diagnosed with breast cancer in 2002.
"We aren't actors; we are all real people who have gone through cancer and we can reach out to others," she said.
Harpal Kumar, chief executive of Cancer Research UK, said: "Survival rates have doubled in the last thirty years and the work of Cancer Research UK has been at the heart of that progress.
"Our research is behind 19 of the top 20 drugs used to treat cancer patients worldwide today.
"But research is expensive and, because we rely completely on donations from the public, we can only continue this vital work with people's support."
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