Cancer, we’re coming to get you

Cancer Research UK’s Race for Life is a series of 5k or 10k women-only races raising money for cancer research. You might remember CRUK’s powerful “Enemy” spot from earlier this year.

Race for Life have opened up registration for the 2013 campaign with a TV ad backing up the organization’s message that “Now it’s cancer’s turn to be afraid”.

Cancer, we’re coming to get you

Liked the soundtrack? Their YouTube channel thanks Kasabian for donating their song Underdog.

Last year’s Race for Life slogan was similar, but much softer: “It’s all of us vs. cancer”. That tagline provoked some criticism from supporters as participation in the events is limited to only half of the population.

You can grab a “Cancer, we’re coming for you” tshirt in the event shop where Race for Life writes: “Our vision is a formidable army of women wearing our new 2013 t-shirt - all sending the clearest message yet that cancer will be beaten.”

There’s a (now mandatory for peer-driven events) Facebook app that allows social media supporters to automatically generate a “Message to Cancer”. Once you’ve selected one, you can share on Facebook, Pinterest, or Twitter under the #MessageToCancer hashtag.

The messaging of the 2013 TV ad appeals to the right demographic; it’s targeting people thinking about registering for the Run. It’s a bit easier to get off the couch if you’re made to feel like part of an army vanquishing an enemy. I like “hero” messaging in fundraising campaigns when it celebrates participants and avoids being cheesy.

When I see combative anti-cancer messaging from health organizations, I think of Canadian Cancer Society’s award-winning Join the Fight campaign.

Whether it’s Canada’s “Choke on that, cancer!” or the UK’s “Cancer, you prat!”, what do you think of this trend in tone?

Comments

Concept and above-the-line executions by Mother http://www.motherlondon.com/creative/race-for-life-cancer-were-coming-to-get-you

Below-the-line by my lovely colleagues here at The Good Agency http://www.thegoodagency.co.uk

Thanks Reuben, I’ve edited the entry!