Cancer Research UK's new campaign for its annual Race for Life event stitches together real-life experiences in adverts to encourage women to unite in beating cancer.
This Is Beating Cancer, created by Anomaly London, was launched on television on Monday night and documents the personal stories of people who take part in Race for Life.
The campaign, which will also be seen across outdoor, digital, radio, experiential and social media, echoes the documentary-style Right Now campaign in 2015, Anomaly’s first advert for the charity since being appointed earlier that year.
The charity is aiming to show how cancer means different things to different people and that Race for Life is an immediate way for women to take action in helping to beat the disease.
Seven films have been created, two of which will run on TV, with more poignant moments shared on social media and stills used on out-of-home adverts. This Is Beating Cancer is the unifying line across all the campaign’s executions.
Emily Smith, head of events marketing at CRUK, said: "Our new campaign puts Race for Life participants centre-stage, showing their motivations for taking part to inspire others to sign up too.
"We want every woman to see taking part in Race for Life as their opportunity to make a real impact on beating cancer. The new campaign captures the emotional and important reasons behind why people take part in Race for Life, but also shows the fun and wonderfully supportive atmosphere at the events."
The original version of this article was first published in Campaign