888ladies will be helping to raise awareness as well as funds for the 300 nationwide events. The agency will develop content assets for media placement and social media activation through 888ladies-owned channels.
The gaming site has developed a ‘Race for Life £5k and £10k Game’ with 10 per cent of every ticket purchased going to the Race for Life cause.
Threepipe will work with 888ladies ambassador and ex Pussycat Doll Ashley Roberts to encourage people to walk, jog, run or play their way around the Race for Life events.
Jim Hawker, co-Founder of Threepipe, said: "It’s been a fun campaign in the planning and it’s wonderful to be supporting such a great cause. Behind the fun though has been some very considered strategic thinking behind not just the content creation but the distribution and the measurement of its impact."
Natasha Hill, the former brand and strategic marketing director at Cancer Research UK who led the rebrand, brand advertising and campaigns for Race For Life, left the charity in January when she was appointed director of consumer and social comms at Bottle PR.