Cancer Research UK’s women-only fundraising initiative, Race for Life, will air two TV spots during Britain’s Got Talent on Saturday as part of an interactive campaign to rally support.
The first ad shows hordes of runners supporting cancer sufferers and asks viewers to send in messages via oicancer.org. These messages will then be shown during the second TV spot.
The work features shots from the Race for Life TV campaign that first aired in March, created by Mother.
MediaCom Beyond Advertising worked with the second-screen specialist Monterosa to create the latest executions.