Behind the Idea: Changing perceptions of Race for Life

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Race for Life returns in 2019 with a message to encourage everyone to join the charity event and help beat cancer through a campaign by Anomaly.

Matt Roach, one of the creative directors on the project, talks about what went into making the work and how ordinary people can do extraordinary things.


What was the brief?

Cancer Research UK’s brief was to inspire more people to sign up for Race for Life in 2019 by changing perceptions in the following ways:

1. Tell people they don’t have to be fit to join


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