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Cancer Reseach and WWAV to run first TV ads for Race for Life

LONDON - Cancer Research UK's Race for Life is launching its first multi-regional DRTV advertising campaign to urge women to race and help reach its target of £23m.

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The campaign, created by WWAV Rapp Collins, is made up of a 30-second and 60-second spots using real footage from the 2004 events. A voiceover highlights where the money goes and illustrates the importance of the charity's work.

On March 24, the number of entrants for the UK's largest women-only fundraising event stood at 159,216, which the charity hopes to increase to a target of 425,000.

The ads will be shown in the Central, Granada, HTV West, Meridian, STV Scotland and Anglia TV regions from April 2 to 24.

The charity ran a pilot TV ad in the Central region last year that resulted in 26 out of the 29 races in the area being filled to capacity and pulling in £4.5m.

Jo Symington, head of Race for Life, said: "As well as communicating the basics around entering and raising money, the ads are also designed to provide a flavour of race day atmosphere and show what an inspiring, moving and positive experience Race for Life is."

The charity is holding 162 five-kilometre events across the UK from May 4 to the end of July. Race for Life began in 1994 and has raised over £70m for Cancer Research UK.

Findraisers can take part by walking, jogging or running 5km to raise sponsorship for Cancer Research UK.

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