Cancer Research UK's Race for Life TV adverts air
Howard Lake | 19 March 2012 | News
Two TV adverts for Cancer Research UK’s Race for Life start appearing this week, part of an integrated campaign for the charity’s major fundraising event that uses the ‘All of us v cancer’ theme.
The adverts have been created by The Good Agency, in their second year of working with Cancer Research UK (CRUK) on the event. The first one features cancer survivor Lucy talking direct to camera inviting women to sign up for the race. The Good Agency say that “the strength of this advert dislodges the barriers of fundraising, fitness and lack of time to inspire every woman in the UK to take part in Race for Life 2012”.
The second advert for the UK’s largest women-only fundraising event invites women to take part to help beat all 200 types of cancer.
The adverts are part of an integrated, cross-channel campaign for Race for Life, which includes national and regional press, radio, outdoor, regional materials, online and “an annual direct mail supporter journey”.
The ‘All of us v cancer’ theme is presented in a variety of ways, from individuals (‘Lucy v cancer’) through ‘London v cancer’ to ‘Our school v cancer’.
The Good Agency has transformed its website to highlight the CRUK campaign, with background images of the event dominating its pages.
http://raceforlife.cancerresearchuk.org/choose-your-event/index.html
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.