Cancer Research UK has launched a new campaign for its annual Race for Life series of events. For the first time this year they have also launched Pretty Muddy Kids, an obstacle course for children aged 5 to 12 years.
The campaign message is ‘This is beating cancer’. The new campaign aims to showcase the personal stories of people taking part in the race, in order to encourage women to unite in beating cancer. The new style campaign and has been specially designed to mesh Cancer Research’s overall ‘right now’ messaging.
Speaking to Campaign, Emily Smith, head of events marketing at Cancer Research UK, said: “Our new campaign puts Race for Life participants centre-stage, showing their motivations for taking part to inspire others to sign up too.
“We want every woman to see taking part in Race for Life as their opportunity to make a real impact in beating cancer. The new campaign captures the emotional and important reasons behind why people take part in Race for Life, but also shows the fun and wonderfully supportive atmosphere at the events.”
The campaign, created by Anomaly London, will also be seen across outdoor, digital, radio, experiential and social media.
The money generated from the Race for Life dropped by by about 20% between 2014 and 2016. Anthony Newman, director of brand, marketing and communications for Cancer Research UK, revealed earlier this year that they have been working to turn the event around. Hoperfully this campaign can be a part of turning that around.