CRUK Race for Life returns with new campaign for 2022
Melanie May | 14 March 2022 | News
Cancer Research UK’s Race for Life is back for 2022 with a new campaign that asks ‘Who will you race for?’
Launching today, the campaign, created by Anomaly, focuses on the reasons behind why people take part in Race for Life. The ad opens to the beeps of a chemotherapy machine, before it reveals a woman receiving life-saving cancer treatment. It then cuts to a group of lively people at the start line of a Race For Life event.
The 30 second TV advert, created with footage taken at a Race For Life event in Leeds 2021, illustrates the way in which cancer affects everyone. From today (14 March), the campaign will be seen on television, video on demand, radio, outdoor, digital, and social media.
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From the 30 second film, several 15-second adverts have also been created for use across social and digital. Out of home advertising will feature the Race for Life back signs with stories that put the ‘who’ at the centre of the messaging. Similarly, radio adverts will feature four different race participants recalling who they are racing for before the narrator concludes with the question, ‘Who will you Race For Life for?’ Media has been planned and bought by MediaCom.
Race For Life, in partnership with Tesco, has been open to men as well as women and children since 2019 and offers a range of events. 2020 saw events cancelled due to the pandemic, with the live events making a return last year.
This year’s Race for Life events:
- 3k route. Entry fee: adults and young adults (16 and 17-year olds) = £14.99. Entry fee: kids (6 to 15-year olds) = £10
- 5k route. Entry fee: adults and young adults (16 and 17-year olds) = £14.99. Entry fee: kids (6 to 15-year olds) = £10
- 10k route. Entry fee: adults and young adults (16 and 17-year olds) = £14.99
- Pretty Muddy – 5k/10k obstacle course. Entry fee: adults and young adults (16 and 17-year olds) = £19.99
- Pretty Muddy Kids – 5k obstacle course. Entry fee: kids = £10. All children participating must be over 1.2m tall on the day of the event
Lucy Salazar, Events Marketing Manager at Cancer Research UK, said:
“Our new campaign puts people experiencing cancer at its heart. We want people to picture that special someone they would race for. 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.”
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.