CANCER RESEARCH UK SOCIAL CAMPAIGN

'Join The Fight' was Cancer Research UK's new call to action. To support it we created a movement on social media by asking people to show us their 'fight face' using the hashtag WeWillFight, and challenge others to do the same.

We started with a simple, instructional video and shared it on CRUK's facebook and Twitter:

Very quickly we had thousands of fight faces from survivors, sufferers, supporters and celebrities. With Peter Andre onside, how can you fail?