Following the first London Winter Run in January this year, which had 15,000 participants and raised almost £600,000 for Cancer Research UK, sports event organiser Human Race is organising another London event next year, and runs in other locations are being planned.
Human Race has given The Earned Agency a brief covering traditional and digital PR in order to help recruit a bigger cohort of participants this year across more events and to communicate the fun of participating.
Dan Lipman, a marketing director at Human Race, said: "We’re delighted to be working with The Earned Agency on this project as we aim to build on the success of 2015 with bigger and better events.
"It really understands the active market and will help us drive the numbers and give the events the profile they deserve to make them a regular calendar fixture."
The Earned Agency also picked up the contract to represent the Run or Dye 5k events earlier this year.
This article has been amended since its first publication – it had originally said that The Earned Agency had been appointed by Cancer Research UK itself, rather than by Human Race.