Race for Life is a 5K run for women to raise money for Cancer Research. Instead of whispering Cancer’s name like it deserves respect, we wanted to say UP YOURS. The ‘Cancer we’re coming to get you’ campaign is a whole new way of talking to cancer including TV, posters, radio, stickers and even a dance to warm women up at the race start and intimidate cancer in the process.

We launched the campaign with TV and radio, and next came our print campaign.

Anybody who signed up for the race was sent a music video then a dance tutorial to learn the moves.

A dance troupe travelled across the country handing out stickers, teaching the dance and singing people up.

T-shirts with our new endline were sent to competitors too.

It turned the event around, from a hen-do type atmosphere to a pink army of empowered women fighting cancer. Entry levels are on target to make the race bigger in numbers than the London Marathon, Glastonbury or Wimbledon. The campaign was featured in national news, in the newspapers and was debated across social media.