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Group745
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Group745
Creative in association withGear Seven
Group745

Mother London Rallies the Troops for Rousing Race For Life Spot

05/03/2015
Advertising Agency
London, UK
138
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Riff Rff's The Sacred Egg shoots an army of women prepared to kick cancer's arse

Every year Race for Life helps Cancer Research UK raises over £50 million in donations, to help bring forward the day when all cancers are cured. 

With this latest TV advert urging women across the UK to sign up and take part, Mother builds on last year’s incredible ‘Cancer we’re coming to get you’ platform. Race for Life is all about women coming together, uniting in the charge against cancer and becoming part of a giant ‘Pink Army’. The creative was developed to capitalise on the uniqueness of the event, ensuring it stood apart from other charity adverts.


The advert plays up the fighting spirit and harnesses the emotions that will inspire and motivate over 550,000 women to join Cancer Research UK’s Race for Life and help to beat cancer sooner.

Ed Kaye, Creative Director at Mother London “We really wanted to empower women and make them aware of the impact they can have in the fight against cancer. Ultimately the events are fun occasions. So the challenge was to bring this across without ignoring the more emotional reasons that motivate women to take part. Therefore, there’s a very deliberate shift in tone half way through. It’s been a delicate balancing act but hopefully something we’ve got right.”

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