Promotional push for Cancer Research UK’s Race for Life

Social media videos will encourage people to enter a Cancer Research UK’s Race for Life event during 2019.

Joe Lepper | 4th Mar 19

Cancer Research UK has launched an online promotional push to encourage people to take part in its 2019 Race for Life  fundraising events.

A series of videos has been launched across social media, including Youtube, and television with a theme of “ordinary people doing something extraordinary.”

The series of four films, a 30 second advert and three 10 second adverts, has been created by creative agency Anomaly and directed by Jake Dypka.

Featured is a humorous play on the the notion of superstar athletes, showing that those taking part do not need to be athletic, rich or famous.

“Our new campaign puts our amazing Race for Life participants and the cause right at the heart,” said Cancer Research UK Head of Events Marketing Sarah Pickersgill.

“We want everyone to feel inspired and know that you don’t need to be fittest or fastest, and every penny you raise, whether it’s £10 or £100, helps fund Cancer Research UK’s life-saving research into more than 200 cancers.”

Range of events

Race for Life has been staged for the past 25 years and offers a range of races, including 5K, 10K, a ‘Pretty Muddy’ obstacle course version of both distances and a muddy kids 5K race. All events are non-competitive.

Anomaly Creative Matt Roach added: “Being a superstar athlete is impressive, but what matters more – running fast or destroying a deadly disease? It’s about time the everyday heroes taking part in the Race for Life got their share of the praise. I hope this campaign inspires more people to stick on a pink t-shirt, wig or tutu and join the world’s most important race.”