"This is beating cancer", created by Anomaly London, launched on television last night and documents the personal stories of people who take part in Race for Life.
The campaign, which will also be seen across outdoor, digital, radio, experiential and social media, echoes the documentary-style "Right now" campaign in 2015, Anomaly’s first ad for the charity since being appointed earlier that year.
The charity is aiming to show how cancer means different things to different people and that Race for Life is an immediate way for women to take action in helping to beat the disease.
Seven films have been created, two of which will run on TV, with more poignant moments shared on social media and stills used on out-of-home ads. "This is beating cancer" is the unifying line across all the campaign’s executions.
Short filmmaker Matan Rochlitz directed the spots through Firecracker Films, while MediaCom has planned and bought the media.
Emily Smith, head of events marketing at Cancer Research UK, said: "Our new campaign puts Race for Life participants centre-stage, showing their motivations for taking part to inspire others to sign up too.
"We want every woman to see taking part in Race for Life as their opportunity to make a real impact in beating cancer. The new campaign captures the emotional and important reasons behind why people take part in Race for Life, but also shows the fun and wonderfully supportive atmosphere at the events."