Cancer Research UK: A Very 2020 Race for Life by Anomaly

Cancer Research UK has launched 'A Very 2020 Race for Life' to encourage people to participate in a Race for Life 5K event on 26 September to raise money for life-saving research. Participants can take part by themselves or in small socially distanced groups in their local parks and neighbourhoods, but with the collective feeling that thousands of other people are taking part around the UK.

The new campaign follows on from the charity’s Race for Life At Home initiative, which was launched in April to encourage supporters to keep fit and active from home by devising their own challenges or joining Race for Life Facebook Live events.

'A Very 2020 Race for Life', devised by creative agency Anomaly, asks everyone – women, men and children of all abilities - to Race for Life in a different way this year. The campaign’s unifying message of ‘Nothing’s going to stop us running, walking and jogging to raise money and to help beat cancer’ reflects that plans for 2020 have had to change due to the Covid-19 pandemic cancelling the mass events, but it is still so important to take part in the 5k event on 26 September to help fund vital cancer research. The 30 second TV advert features a mix of people, using authentic footage and UGC content to show how anyone can take part in the Race for Life event, albeit in a slightly different way to previous years, accompanied with the driving soundtrack of 'Stand Up' by The Prodigy, to represent the energy of the Race for Life events.