In pictures: Ministry of Fun crosses cancer out

Creative agency The Ministry of Fun created an experiential stunt last weekend (13-15 February) to launch Cancer Research UK's Cross Cancer Out campaign.

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The activity saw a large structure with the word ‘Cancer’ erected in three locations throughout the UK. Members of the public were invited to cover the structure in coloured crosses to represent how their combined support is needed to eradicate the disease.

Statues were positioned in London’s Canary Wharf on 13 February, Piccadilly Gardens in Manchester on 14 February and The Bullring, Birmingham on 15 February. The wider campaign has been designed to support political action ahead of the General Election in May, to make sure cancer patients are diagnosed earlier and have greater access to treatment.

Layla Theiner, head of public affairs and campaigning at Cancer Research UK, said: "We want the public to pledge their support for the campaign by physically adding their cross and contacting their electoral candidates across parties from our campaign website, urging them to take political action on cancer, if elected. 

"The next government’s decisions will affect how fast and how far we progress in the ensuing five years towards our goal of beating cancer sooner, so we need all election candidates to make a commitment to ‘Cross Cancer Out’ and help ensure no one’s life is cut short by the disease."

More: Redemption Bar partners with Cancer Research UK for Dryathlon

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