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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.

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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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