The national campaign starts with 30- and 60-second TV ads airing from today for six weeks on a range of terrestrial and satellite channels.
With a voiceover by GMTV presenter Fiona Phillips, the ad depicts the moments of joy, remembrance and celebration experienced by women taking part in Race for Life events.
Previous entrants will be sent a direct mail pack to encourage them to run again.
New this year is a 5km race on the streets of London, which will be one of 33 runs taking place on Sunday June 4. There will be 240 runs in total.
MediaCom's media plan targets Londoners by reserving all the cross-track Tube posters on the Northern Line northbound platform at Bank station for a month from April 10.
In addition, MediaCom has bought one Tube card in every Tube carriage on the entire London Underground. WWAV's creative offers detailed stories from five different participants explaining their different reasons for taking part.
The London edition of the Metro free newspaper will carry a four-page pull-out highlighting the events with interviews from celebrities and participants.
Cancer Research UK's fundraising target for this year's Race for Life is £46m, and its Race for Life marketing manager Emma Reed said the ad campaign was hugely important to achieving that.
"Our experience in TV advertising last year was hugely encouraging," she said.
"As well as communicating the basics around entering and raising money, the ads are also designed to provide a flavour of race-day atmostphere and show what an inspiring, moving and positive experience Race for Life is."
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