Cancer Research UK (CRUK) has launched a human interest focused promotional push for its flagship fundraising event Race for Life this year.

The campaign has the line Who will you race for? and focuses on the personal reasons for competitors to take part.

Promotion includes TV advertising as well as radio, digital, outdoor and social media advertising, devised by creative agency Anomaly.

“Our new campaign puts people experiencing cancer at its heart. We want people to picture that special someone they would race for,” said CRUK events marketing manager Lucy Salazar.

“Whether it’s for your family, friends, colleagues, yourself or future generations, we all have a reason to Race For Life and every penny raised brings us one step closer to the day when all cancers are cured.

Anomoly creatives Jack Denyer and Niall Kerry added: “The vast majority of people who take part in Race For Life have a specific person in mind. The names of loved, lost and those we want to protect have always been written on every racer’s back sign. But this year, we wanted to push that to the forefront.

“Ask people a direct question ‘Who Will You Race For?’ and celebrate the many ways and reasons people take part in this incredible event - all to raise money for life-saving cancer research."

Participants are taking part in the event this year in running events from 3K to 10K, as well as obstacles courses and a children’s event.

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