Race for Life, which is sponsored by Tesco, is a series of 150 running events across the UK. Below-the-line agency Fenix has been briefed to recruit 325,000 women to take part and set a target of raising £20m.
The campaign comprises direct mail, press ads, in-store posters at Cancer Research shops and in-store space at House of Fraser stores. All activity will carry the strapline "Walk, jog or run. Just be there".
Fenix won the Race for Life business last November following a pitch against several undisclosed agencies.
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