Cancer Research UK has teamed up with Tesco for an inspirational campaign that invites audiences to put their best foot forward to reach the finish line of a cure.
Overseen by creative agency Anomaly, the participative campaign asks ’Who will you race for?’ and showcases some of the varied reasons people give their free time to participate in local fundraising running events.
Screening on TV, video-on-demand, radio, outdoor, digital and social media, the series of adverts places people at the heart of its messaging with participants relaying their reasons for getting involved.
Opening to the beeps of a chemotherapy machine, the heart-wrenching film reveals a woman receiving life-saving cancer treatment before cutting to a group of runners at the start line of a Race For Life event.
Lucy Salazar, events marketing manager at Cancer Research UK, said: “Whether it’s for your family, friends, colleagues, yourself or future generations, we all have a reason to Race For Life and every penny raised brings us one step closer to the day when all cancers are cured.“
Anomaly creatives Jack Denyer and Niall Kerry said: “The vast majority of people who take part in Race For Life have a specific person in mind. The names of loved, lost and those we want to protect have always been written on every racer’s back sign. But this year, we wanted to push that to the forefront, ask people a direct question ‘Who Will You Race For?’ and celebrate the many ways and reasons people take part in this incredible event – all to raise money for life-saving cancer research.“
The campaign follows a 2019 ’Gifts in Wills’ campaign that sought to incentivize people to consider Cancer Research UK when drawing up their wills.