Cancer Research UK has launched a new advertising campaign to encourage people to join its mass participation event series, Race for Life.
The campaign, made up of four adverts, shows ordinary people participating in exercise and aims to persuade people that the race is something that everyone can do, not just athletes.
Sarah Pickersgill, head of events marketing at Cancer Research UK, said: “Our new campaign puts our amazing Race for Life participants and the cause right at the heart. We want everyone to feel inspired and know that you don’t need to be fittest or fastest, and every penny you raise, whether it’s £10 or £100, helps fund Cancer Research UK’s life-saving research into more than 200 cancers.”
It comes after the charity said that it was planning to “revamp” the event series, which is in its 26th year, this year, including by inviting men to take part for the first time. There will be 400 Race for Life events this year. Events include 5km and 10km races, and obstacle courses called ‘Pretty Muddy’.
Since its launch, Race for Life has raised £860m for CRUK. However, the revamp comes amid the events series reaping fewer funds in recent years. In 2017, £32m was raised through the events, a fall on the previous year, in which it raised £38m.
The advert will air on television from today, and from Monday it will appear on demand, radio, outdoor, digital, PR, and social media.