Challenge

During their Stand Up to Cancer 2019 campaign, Cancer Research UK wanted to create a video that would inspire viewers to take part in their Fitness Fortnight challenge, demonstrating a short workout, along with guidance on how to raise money and, of course, loads of inspiration and encouragement!

Strategy

Collaborate with lifestyle and fitness influencer Steph Elswood, leveraging her natural, open style of vlogging and combining it with the campaign's tone of voice and fundraising objectives.

Idea

We worked with Steph to allow her to design a simple but effective routine and created a relaxed, natural set for her to demonstrate it on camera. We knew her clear link to exercise and wonderfully warm and honest manner would be perfect for motivating the target audience to take part in the Fitness Fortnight challenge!