Race for life is a series of fundraising events for women only, organised by the British charity, Cancer Research UK.

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2 Brief Race for Life is a long established charity brand but now seek a new agency to develop and optimise the Race for Life brand to enable us to raise as much money as possible in our fight to beat cancer. Fundamentally, the profile of the brand needs to be raised and distinguished from what is now a very crowded fund-raising sector, all competing for revenue in extremely austere times. It is looking to especially target females aged

3 Brand History Race for life is a series of fundraising events for women only, organised by the British charity, Cancer Research UK. Race for life was designed and launched by Jim Cowan, specifically for raising awareness of womens cancer. First event took place in 1994 in London and raised Since it began, 4.7 million participants across the UK raised over 327 million for the charity.

4 Advertising and Tone of Voice 2011 TV advert has a warm and fun approach 2012 Integrated campaign plays on emotions and getting women involved in the race Race for Life campaigns in general: Tend to have a similar approach upbeat tone of voice Feature different people taking part in the race Togetherness and hope plays on emotions Focus on the positive aspect of beating cancer, rather than focus on the negative aspect of cancer

5 Past Campaigns 2011 TV advert starring Actor Mark Addy, actress Fay Ripley and Olympian runner Paula Radcliffe 2012 integrated campaign All of us v cancer two TV adverts, radio, outdoor, online etc.

6 Brand Values Togetherness Together we will beat cancer Individuals, friends, family and community coming together to make a difference Girl Power Female participation Hope Gives people hope and helps people stay positive for themselves and their loved ones Active and Healthy Having an active and healthy lifestyle is important

7 Competitors 833 out of 160,515 charities generate 54% of the sectors income 78% of charities receive no government funding, voluntary public support makes up the majority (37%) of funds raised Direct competitors: Macmillan Breast Cancer Campaign The Marie Curie Cancer Care Oxfam The British Red Cross Prostate Cancer Action Other competitors: The British Heart Foundation Comic Relief Kony 2012 NSPCC NSPCA Children in Need Save the Children Major health charities Global development charities Animal charities

8 Successful Ideas - Social networking Hashtagging, creating an online conversation - Viral advertising - Celebrity endorsement - T.V. fundraising events - Incentives

9 Consumer Research The research problem: Understand the connection between young people aged between and charities in order to get them more involved with Race for Life Perception of charities in general Perception of Race for Life Young s people involvement in charities Motivations Effective and non effective campaigns Need for incentives

10 Focus Group Findings They always ask for money and I never actually see them doing anything specific You don t know where [the money] it s going I don t understand the charity [Cancer Research UK] You wear pink I think if a group of friends were doing it, you d probably just be like, oh I ll just tag along and do it One of my friends did it cause her mum s got cancer [in order] to do something for her mum My friend was saying like, let s just all do it so we can dress up [Positive ads] you are more likely to watch it

11 The Big Idea Friendship Trust

12 Insight Not enough information on effectiveness of charities Distrust in charities use of funding Friends motivating each other to participate An event such as the Race for Life can actually feel like making a difference

13 Idea Generation Where do donations go? Proving trustworthiness Trend Jewelry Donations Distrust Wristbands Fight Ribbons Cancer Charity Race for Life Fun day out Family Support Social Life Dressing up Friends Close bond Participating as a group

14 New Values Youthfulness- Creating a youthful brand that young women can associate themselves with. Trustworthiness- Providing potential donors with evidence that all money donated is used in the ways promised Friendship- Is a powerful connection that young girls have with each other

15 How are they Reached? To ignite and gather interest through our poster/billboard advertisements: placed strategically throughout London transport routes and surrounding areas; to use this medium as our primary communication outlet, to engage with your audience. To launch a television advertisement; Placed accordingly in respect to maximising our target audience; to explain our campaign and creatively reiterate our profile in the market place. To adapt the website in order to incorporate an all year round sign up facility; including more relevant information on the subject matter and clarifying financial movements and results.

16 Final Concept Campaign will run for 12 months Local campaign that will be rolled out nationally T.V: ITV2 reaches 65% of 16-34s per month 13 ITV2 shows have attracted 2million+ viewers Most popular digital UK T.V. station

17 Outdoor

18 T.V. Two girlfriends as young girls Growing up together At the target audience age One friend with her Mother who has cancer The two friends again dressing up for the Race Reaching for each others hands Friends lined up for the start of the race The 30 second T.V. ad promotes a sense of unity and support between friends The ad follows the story of two friends growing up, and shows the unbreakable bond between them

19 Website Creating more interaction with the existing site Be a part of something incredible! Sign the pledg e now and receive exclusive updates about upcoming R ace for Life events year round. Learn how y ou and your friends can mak e a dif ference, and it all star ts with a pr omise. Sign the pledge today! Builds brand loyalty and following year round

20 Website Providing information and gaining trust Creating social awareness, and discussion

21 Thank You Any Questions?

22 Bibliography