Cancer Research UK uses TV ads for first time for Race for Life
Howard Lake | 26 March 2005 | News
Cancer Research UK’s Race for Life is this year for the first time planning a multi-regional television advertising campaign to raise awareness of the women-only fundraising walks or runs.
The adverts were developed by WWAV Rapp Collins and will be shown in the
Central, Granada, HTV Wales, HTV West, Meridian, STV Scotland and Anglia
television regions from 2 to 24 April 2005.
There is a 30-second and 60-second version of the advert, which is designed to encourage women to enter and to realise the importance of fundraising through sponsorship.
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The advert is made up of moving footage from the 2004 events and aims to reach viewers on an emotional level. A fundraising-focused script highlights where the money goes and illustrates the importance of the charity’s work.
The adverts follow a regional pilot last year. Jo Symington, Head of Race for Life, said: “This advertising campaign will
be hugely important in helping us to meet our £23 million fundraising goal. Our experience in the Central region last year, where a pilot TV ad was run, was hugely encouraging, filling 26 out of the 29 races to capacity and earning almost £4.5 million.
Race for Life began in 1994 and since then has raised over £70 million for Cancer Research UK.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.