Cancer Research UK worked with AMA and EssenceMediacom to create hyper-localized audio campaigns to increase awareness of its Race for Life fundraising events. CRUK’s research had shown that runners were not willing to travel far to attend a race and that event sign-ups tended to over-index on female runners. The teams employed postcode targeting to call out a listener’s local race and recorded ad variants in male and female voices with regional accents. According to research by Unmissable, audio emerged as a vital channel for the Race for Life campaign and provided strong uplifts versus the control group.
