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Creative thinking for CRUK’s Race for Life


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 creative spin on the event name by creating the UK’s first Drag Race for Life.

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.

More than 40 pieces of coverage were secured across national, regional, lifestyle and LGBTQI+ media including The Sun and Express. On Instagram, the content racked up more than 185k views and 200k total engagements. 

Most importantly, over 4,000 race sign ups were confirmed during the first week of the campaign.