MediaCom's Beyond Advertising division worked with dual-screen specialist Monterosa to create a website platform where TV viewers can enter messages that will appear during the second of two commercials.
The first 30-second spot, with creative designed by Mother, will show individuals talking about their experiences of cancer, interspersed with images of runners in the fundraising events.
The spot aims to encourage last-minute registrants for Cancer Research UK’s 5k and 10k fundraising Race for Life events, which hope to attract 580,000 women this year. It aims to communicate that fighting cancer should not be a lone battle, with the line "if you take me on, you take on all of us".
The ad then calls on viewers to send in their own "messages to cancer" using the dedicated website Oicancer.org. Selected messages will then be broadcast during the second 60-second spot.
MediaCom will use Monterosa’s LViS platform to aggregate and moderate the content received, and then use some of it in the second of two ads.
Shamista Rajaratnam, an associate director at MediaCom, said: "It is great to have the ability to rally the nation behind this cause in real time. For this campaign, we specifically chose a program that emotionally engages the millions that watch it and has the ability to change lives."
‘Britain's Got Talent’ achieved the highest audience of the series so far last Saturday, with an average audience of 10.5 million viewers.
Emma Hyatt, the head of Race for Life at Cancer Research UK, said: "This campaign is about enabling people to unite to defy this disease by telling cancer what they think of it, and it’s great to be given the technology and collateral to do that on a platform watched by millions."
The TV spots are being supported through a dedicated section in the Metro newspaper, inviting readers to send in their message and look out for the ITV spots. On Monday, Metro will carry a page displaying some of the messages generated from the real-time ad breaks.