Good Agency has taken CRUK's 'Pink Army' concept and applied it to social media through video content highlighting real women’s stories.
The agency has launched the first of six episodes, which focus on women who have been diagnosed with cancer, talking about why they have joined the Pink Army and stressing the importance of participating in Race for Life.
We Are The Pink Army
"We've all got something in common, and that unfortunately is cancer. But we're here to do something about it. We asked a group of amazing women why they've joined the Pink Army. We'd love to hear from you too, so let us know your story in the comments below.Posted by Cancer Research UK Race for Life on Sunday, March 6, 2016
The women that appear in the videos are aged between early twenties and 50+ to demonstrate that women of all ages can get involved in Race for Life, which involves 5k and 10k runs and Pretty Muddy events.
The women also have very different stories to share - there is a mother and daughter team, a sports fanatic and a beauty vlogger, who will be capturing her Pretty Muddy experience via GoPro later this summer to share with viewers.
The episodes will be released on CRUK’s Race for Life social channels over next five weeks. The stories will also feature in photography and direct mailings.
The video content has been created with production company Spirited Pictures.
Reuben Turner, creative director at Good Agency, said: "Race for Life is an incredible, diverse movement of real women united in a common cause. We wanted to capture something of that warrior spirit, and that’s why we’re so grateful to all the inspiring women who took part."
Keri Hudson, social media manager for Race for Life, said: "Our incredible supporters tell the Race for Life story better than we ever could, so this year we really wanted to bring them centre stage. These videos will allow us to share those stories in a really engaging way, and we hope viewers will be inspired by them."