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-ups had been declining. We needed to make it feel more vital, and more connected to Anomaly's documentary-style campaign showing 'cancer happening right now'. So we interviewed real women about what inspires them to Race for Life, while they actually ran the race.
The message 'THIS IS BEATING CANCER' gave significance to every aspect of the event, from jogging in a tutu to sliding into a mud pool. Because a thousand women in pink tutus running round a park is BEATING CANCER.
Our campaign drove half a million more women to the website sign-up page.