Hello London, the media partnership formed by Transport for London (TfL) and Exterion Media, has unveiled Cancer Research UK’s innovative advertising campaign on the Tube network to raise awareness and support for this year’s Race for Life events around the UK.
Over the next two weeks, as part of Race for Life’s ‘This Is Beating Cancer’ advertising campaign, inspirational moments from Race for Life participants gearing up for this year’s events will be shared live on over 140 digital screens across 25 London Underground stations.
Utilising display technology by TINT, images and messages from participants tagging #RaceforLife, #RaceLace, @crukraceforlife and @raceforlife on social media channels will display on digital advertising screens at key Tube and DLR stations including Bank, Bond Street, Canary Wharf, Cutty Sark DLR, Oxford Circus, Paddington, and Waterloo.
The images will include photos of people wearing one pink lace in their trainers. As part of the ‘This Is Beating Cancer’ campaign, Cancer Research UK is encouraging people to wear a singular pink lace and share a picture tagging #RaceLace . The lace is a badge of honour for each person, signifying that they are taking part in Race for Life and helping to beat cancer.
The campaign was planned and booked by MediaCom and Kinetic.
Emily Smith, Head of Events Marketing at Cancer Research UK, said: “Our media partnership with Hello London allows us to share with commuters the inspirational moments of those who are taking part in Race for Life this summer in a new, innovative and engaging way. By showcasing the brilliant people who have already signed up to an event, we want to inspire others to get involved too. Taking part in Race for Life is a great opportunity to make an impact in beating cancer by helping to fund our life-saving research.”
Chris Reader, Head of Commercial Media at Transport for London, said: “We are delighted that Cancer Research UK has chosen to work with us again for this year’s Race for Life. The campaign really showcases the impact of our new digital advertising screens and our investment in our advertising estate. Our new Hello London partnership provides a more flexible and engaging platform than ever before, allowing Cancer Research UK to create a really tailored and engaging campaign.”
Mark Heather, National Sales Director at Exterion Media UK, said: “This campaign brilliantly showcases the power of Digital Out-of-Home to amplify motivational moments that are shared on social media. Reaching a large audience using our Hello London partnership, this activation is a great example of what can be achieved when the creative is so inspirational – connecting real Race for Life participants with commuters to inspire them to sign up to an event.”
Stuart Thompson, European Director at TINT, said: “It’s been an honour to be involved in such a prestigious project, the level of engagement in Race for Life’s social channels lends itself perfectly to Social-Out-Of-Home advertising. When we built TINT it was innovations like this that make tangible differences and excite us most. The Hello London platform was perfectly designed for campaigns of this nature.”