We created the UK’s first Drag Race for Life for Cancer Research UK, recruiting ex-Drag Race alumni who gave up their time for free, we created an Instagram content series across owned and talent channels, an image suite of assets for media and hosted a number of talent interviews.
Following cancelled events and a drop in turnout owing to the pandemic, we were tasked with driving sign ups to the Race for Life series to help recement it as the leading charity race.
In-keeping with the brand’s accessible and supportive positioning, we developed a unique spin on the traditional race to re-engage and energise CRUK’s audience.
40 pieces of coverage across national, regional, lifestyle and LGBTQI+ media
100% inclusion of messaging across coverage
185k+ organic views of content
200k+ total engagements on Instagram
4,000+ race sign ups secured during the first week of the campaign
