CLIENT:
Pancreatic Cancer UK
PROJECT:
The Ultimate Test
Integrated campaign
A powerful integrated campaign raising awareness of Pancreatic Cancer UK, the Charity of the Year for the London Marathon 2025, the single-biggest fundraising event in the world.
Pancreatic cancer has the highest mortality rate of any common cancer. However, a simple test to detect it earlier is within reach. With more time and more funding, it could save thousands of lives.
‘The Ultimate Test’ aligns the amazing efforts of marathon runners with the amazing work of Pancreatic Cancer UK’s researchers: the ultimate test to develop the ultimate test.
We needed to bring The Ultimate Test to life in the most honest and emotive way possible. So we put the lived experience of people affected by pancreatic cancer at the heart of the campaign.
Our launch film focused on Graham, who ran the London Marathon just hours after losing his father to the disease. He told his story in his own words, and footage of him training was accompanied by moving imagery of his previous marathon race.
The social assets introduce other runners’ stories alongside Graham’s. Alisha and Shriya are two best friends who lost their grandmother to pancreatic cancer. Blake’s dad was there to cheer him on at last year’s marathon but has since died of the disease.
