Cancer Research UK, in collaboration with The Good Agency, has launched Undie Run, appealing to students to strip down to their ‘smalls’ as part of its ongoing Stand Up to Cancer initiative.
The charity’s fundraising event, launches this week in 35 universities across the UK to help raise money to beat cancer sooners, supported by the campaign strapline ‘When it comes to fighting cancer, it’s what’s undie-neath that counts’.
The The Good Agency worked with the charity to devise the event strategy, creative look and feel and on and offline marketing materials for the event including a suite of online content, social media activity and event microsite.
The university with the biggest Undie Run team will make it to the top of the online leader board.
Chris Norman, strategy director, The Good Agency said: “We’re incredibly proud to bring the Undie Run to the UK and we’re excited to see it take off around the country.
"We believe it is the perfect opportunity for a whole host of young people to be defiant in the face of cancer and tell it, it’s pants. This new initiative is fun and the perfect way for students to get involved and Stand Up To Cancer this October.
Claire Rowney, director, Stand up to Cancer added: “This student-led event truly captures the spirit of Stand Up To Cancer and speaks to youth audiences across the country. We have no doubt that the students of Britain will rise to the challenge, strip down to their smalls and run in their undies to Stand Up To Cancer.”
Stand Up To Cancer is a joint fundraising campaign between Cancer Research UK and Channel 4. It unites scientists, celebrities and communities to generate funds and raise awareness.