Cancer Research UK


Raise awareness of the Shine Walk and drive sign-ups to the event.


The idea

Bring to life the stories behind the participants by showcasing three individuals who are taking part in the Shine Walk, exploring their experiences in dealing with cancer. Distributed via Instagram Stories and IGTV, we weaved in their inspiring tales using the beautiful London backdrop of the Shine Walk in true Time Out style. The campaign was supported with engaging advertorial content giving an overview of the events and reasons not to miss out, plus high impact digital formats.

Campaign execution



  • Three high quality mid-form videos
  • Garnering over 500k views and 37k engagements across Instagram
  • Engagement rate across Facebook averaging 2.16% across the campaign