Cancer Research is aiming to recruit up to 80,000 new female runners to take-part in its annual national fundraiser, Race for Life. It has appointed integrated agency Brave to develop a shopping centre and railway station campaign.
The charity, which is aiming to beat the 680,000 participants which took part in its 260 races between May and July last year, has hired the agency to provide a direct impulse recruitment route rather than just relying on web driven activity. It will start in March.
The agency is working with the charity to recruit “local hero” volunteers, who have a connection with the event or the charity, to carry out the recruitment in over 30 shopping centres and 12 railway stations across the country.
The will three teams, across the South, the Midlands and the North, to track the number of new participants signing up. Volunteers will register people electronically through handheld devices and kiosts.
The event raised £60m last year and has raised over £240m since it launched in 1994.