Cancer Research UK Appoints Anomaly to Support Race for Life

Cancer Research UK today announced Anomaly as the new creative agency for its Race for Life event series.

Anomaly is the agency behind the charity’s ground-breaking Right Now brand campaign, and the new Race for Life campaign for 2017 will be aligned to this work.

Mother, the incumbent agency for Race for Life, worked with Cancer Research UK from 2012 and was instrumental in the rebrand and income growth of the event series.

Anthony Newman, Director of Brand, Marketing & Communications at Cancer Research UK said: “Mother have been wonderful to work with and have produced extraordinary work for us since 2013, helping in no small part to turn the fortunes of Race for Life around. However, I believe that we can deliver more for Race for Life and the Cancer Research UK brand by increasing attribution between them. In Right Now we have a hugely successful brand campaign that will have great longevity, by extending this communications platform to Race for Life I expect to deliver more income and better brand KPIs to Cancer Research UK.”

Anomaly will begin working on the new Race for Life creative from June.  

Camilla Harrisson, Partner and CEO, Anomaly said: “With Race for Life, Cancer Research UK pioneered a new and highly successful model of fundraising. The events themselves are joyful but the task is serious - and it’s one we are excited to tackle using the urgency and momentum created by Right Now.”

Cancer Research UK’s Race for Life is the UK’s largest women-only fundraising event series, raising over £50M from more than 300 nationwide events across the UK from May, to fund research into all 200 types of cancer. Participants can walk, run or charge the 5 and 10K courses, while those wanting to get their hands dirty can take on the Race for Life Pretty Muddy event - a 5K muddy obstacle course designed to put participants through their paces.