Cancer Research UK is urging students strip down to their underwear to sign up for a new fundraising initiative, which takes a leaf out of its highly successful “Race for Life” campaign.
The event, which has been devised with The Good Agency, launches this week in 35 universities across the UK to help raise money to beat cancer, under the strapline “When it comes to fighting cancer, it’s what’s undie-neath that counts”.
The so-called “Undie Run”, is part of CRUK’s Stand Up to Cancer initiative, and the university with the biggest team will make it to the top of the online leader board.
The Good Agency worked with the charity to devise the event strategy, creative look and feel and on and offline marketing materials for the event, including online content, social media activity and microsite.
The Good Agency strategy director Chris Norman said: “We’re incredibly proud to bring the Undie Run to the UK and we’re excited to see it take off around the country.
“We believe it is the perfect opportunity for a whole host of young people to be defiant in the face of cancer and tell it, it’s pants. This new initiative is fun and the perfect way for students to get involved and Stand Up To Cancer this October.
Stand up to Cancer director Claire Rowney added: “This student-led event truly captures the spirit of Stand Up To Cancer and speaks to youth audiences across the country. We have no doubt that the students of Britain will rise to the challenge, strip down to their smalls and run in their undies to Stand Up To Cancer.”
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