We’ve developed a campaign to launch the Sprintathon, a marathon relay world record attempt all in aid of Stand Up To Cancer.
Dreamt up by passionate supporter, Mark Evans, the Sprintathon will see an eclectic mix of 422 runners take to the Little Marlow athletics track on 24th September where runners will perform consecutive 100m sprints in one giant relay, with each leg averaging under 16.62. The event will raise money for Stand Up To Cancer, a joint national fundraising campaign from Cancer Research UK and Channel 4 to accelerate ground breaking cancer research and save more lives faster.
To support this new event, we’ve created a campaign to combat charity fatigue by taking an unusual comedic approach.
At the campaign’s heart is Dr Glenneth Benson, self-proclaimed “sports scientist to the stars”, who has always been obsessed with running and has nurtured a desire to nail the ultimate challenge; to defeat cancer. By developing the Sprintathon, he is able to combine the two and beat cancer faster.
Our short film introduces cameo appearances from celebrity supporters and participants, including cricket star Andrew Strauss, vlogger Joe Suggs, news presenter Sian Williams as well as various ‘film stars’. Cancer survivor Jimmy Hall talks about the importance of raising money to fund vital research into better and kinder treatments for cancer patients, knowing that 1 in 2 people will be diagnosed with the disease in their lifetime.
The integrated campaign comprises a short film, a 30” TV ad which will air on Channel 4, print and DOOH executions, a website (www.sprintathon.org) and a celebrity driven social strand.
Mark Evans, Sprintathon creator, said: “The race itself is a slightly bonkers metaphor for how we can collectively Beat Cancer Faster. Many people have their own personal cancer story and so I hope that the film touches a nerve in a light-hearted way and makes everyone feel that they want to share it with their friends and loved ones!”
Emma Marsland, Managing Partner at WCRS: “Sprintathon is a genius idea and we were super flattered to be asked to work on it. Our campaign seeks to capture that mix of genius and madness which fuels this incredible marathon relay World record attempt.”
Client: Mark Evans, Lucy Brooksbank
Executive Creative Director: Ross Neil
Creative Directors: Orlando Warner, Joe Miller
Creatives: Morgan Hinds-Shorland, Tom Madden
Agency Producers: Bradley Woodus, Callum Procter
Account Handling: Emma Marsland, Joss Hunt, Katie Briefel
Planning: Elisa Edmonds, Alex Willimott, Mark Harrop