Race for Life: THIS IS BEATING CANCER
Cancer Research UK relies on money raised by Race for Life runners to fund its life-saving research. But sign-up numbers have been declining in recent years. We needed to make it feel more vital, and more connected to Anomaly's documentary-style CRUK campaign showing cancer happening Right Now.
So we interviewed real women about what inspires them to Race for Life, as they ran the race. The line 'THIS IS BEATING CANCER' gives significance to every aspect of the event, from jogging in a tutu to sliding into a mud pool. Because a thousand women in pink running round a park is BEATING CANCER.