Hollyoaks does Race for Life

Channel 4 / Cancer Research UK

 

Cancer Research UK wanted to drive awareness of Race for Life and increase sign-ups. The charity wanted to encourage families, and men to register, as this was the first year that men could take part in the event.

As a show which has a history of raising awareness of important topics in a youth-focused way, with a fun and friendly tone of voice; and as a show which young people often watch with their parents; Hollyoaks was the perfect solution for a campaign looking to reach young people and families, and highlight the fun nature of the Race for Life events.

The campaign included a contextual advert showing Hollyoaks characters preparing to take part in a Race for Life event; a viewer competition to take part in a Race for Life event on the Hollyoaks set (the first time the Hollyoaks set had been opened up to the public and a brand partner in this way); and a second contextual advert showing the Hollyoaks cast and competition winners taking part in a Race for Life event on the Hollyoaks set.

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