Cancer Research UK’s groundbreaking work is saving lives. Over the past 50 years, they’ve helped double cancer survival rates in the UK.

But in recent years, the ‘research’ part was fading from their communications, as the charity increasingly competed on the emotional ground of patient outcomes.

They were one of the first to feature real patients, but as that approach was adopted across the sector, CRUK began to lose distinction – and the vital role of research was getting lost in their story.

We relaunched with a brand campaign that put research back at the heart, connecting CRUK’s life-saving science to the everyday moments it makes possible.

Next, we turned our attention to CRUK’s iconic Race for Life.

In recent years it had started to get lost among lookalike fundraisers, still seen by many as women-only, and too often disconnected from the science it supports.

With Life is Worth Racing For, we put the heart and soul back into the event – reminding people that every race helps fund the research that saves lives

Watch the film here.

The results of this campaign were striking:

• +20% income year-on-year

• +15% male sign-ups (+19% among 18–35s)

• Highest consideration for CRUK in two years among those aware of Race for Life

By realigning the race with the research it powers, we revitalised its relevance and restored Race for Life’s place as an iconic, life-saving event – because after all, Life is Worth Racing For.