Challenge

For their 2019 Stand Up to Cancer campaign, CRUK wanted to create a video that, through telling the story of one of their media volunteers, would inspire prospective donors and partners 

Strategy

Create a positive, empowering and impactful video by showing CRUK's media volunteer having a positive experience of body confidence, foregrounding her story and perspective.  

Idea

We filmed CRUK's volunteer Georgie taking part in a photoshoot with well-known photographer and instagram influencer Alex Cameron. We interspersed meaningful conversation between the two with footage of Georgie's confidence-enhancing journey throughout the day. 

"It has taught me life is too short to be negative about my body, I want to see the beauty in it instead."

Georgie, writing in GLAMOUR magazine