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Cancer Research UK’s Race for Life together with MediaCom Beyond Advertising and Monterosa are launching two TV spots during Saturday May 18th‘s Britain’s Got Talent show to rally more participants for Race for Life 2013.
Part of Race for Life’s “Cancer, We’re Coming To Get You” campaign, the upbeat “Oi Cancer” ads will broadcast viewers’ messages to cancer in real-time, promoting the idea we can all help beat the disease.
MediaCom has worked with second screen specialists Monterosa to harness the technology to capture and broadcast messages in real-time. Monterosa’s LViS platform uses specialist apps to aggregate and moderate mass-volume content, allowing producers to control the second screen and push compliant data back to air through ITV’s playout centre. The format taps into the dual-screening phenomen which sees 77% of UK consumers combining TV with another device.
The first, 30” spot will alternate shots of individuals’ experiences with hoards of runners, to show fighting cancer should not be a lone battle, and “if you take me on, you take on all of us”. It will then ask viewers to send in their own messages to cancer via dedicated website oicancer.org. These will then be broadcast during the second, 60” spot, sharing personal experiences nationwide to inspire further viewers to register.
Targeting Britain’s Got Talent’s 10 million viewers, the campaign aims to help rally together 580,000 women to take part in the 5k and 10k races – including a new bracket who have never previously considered participating.
Shots from Mother’s spirited Race for Life campaign, running since March, will be included in the ad. However, a new sense of urgency and a change of message will be added – a method which has previously helped persuade last-minute deciders to take action.
The TV spots will be supported the week prior by a specially-created section in Metro inviting readers to send in their “Message to Cancer”, with a call to action on the Friday reminding readers to look out for the ITV spots. On Monday, Metro will carry a page with some of the messages generated from the Saturday night show.
Shamista Rajaratnam, Associate Director at MediaCom, said: “It is great to have the ability to rally the nation behind this cause in real time. For this campaign, we specifically chose a program that emotionally engages the millions that watch it and has the ability to change lives.
Emma Hyatt, Head of Race for Life at Cancer Research UK, said:
“This campaign is about enabling people to unite to defy this disease by telling cancer what they think of it, and it’s great to be given the technology and collateral to do that on a platform watched by millions.”
Tom McDonnell, Commercial Director at Monterosa, added:
“Combining event-style TV with instant second-screen response gives brands a way to leverage the benefits of TV, digital and social simultaneously. This campaign is a great example of how press, radio and second screen TV can intersect with a common objective of achieving sign-ups. Monterosa is proud to be involved with such an important cause.”