Campaign Spotlight

Russell Brand and McCann London tell you how to look good by doing good for Teenage Cancer Trust

LONDON – Teenage Cancer Trust has launched ‘Look Good, Do Good, Be a Legend’, a video that parodies the way we present ourselves in the social media age and playfully lampoons traditional charity fundraising campaigns. Fronted by Russell Brand, it marks the launch of the charity’s partnership with the Virgin Money London Marathon.

In a world in which recognition on social media is everything, Russell Brand lampoons our desire for self-promotion and asserts that running the 2018 Virgin Money London Marathon for the charity means you can “look good whilst doing good” by filling your social media feeds with “images of yourself training and looking fit”. 


The tongue in cheek video, devised on a pro bono basis by creative agency McCann London, satirises the familiar norms of charity films by exploring our motivations for sharing our lives online, which research suggests are “grounded in very basic human motives and human motivations of creating positive relationships with other people”.

Teenage Cancer Trust is using the video as the launch pad for its charity of the year partnership with the Virgin Money London Marathon, which aims to raise £1.5m for young people with cancer. The theme for the partnership is ‘Be a Legend’ and the campaign will mobilise a team of legendary supporters to run or volunteer in the iconic event in 2018.     

Currently, for every young person aged 13-24 Teenage Cancer Trust supports, there’s another they can’t. But the charity has an ambitious plan to roll out a revolutionary outreach nursing and support programme that will ensure specialist nurses can reach young people with cancer no matter where they live, be that in their local hospital or even in their homes.

Kate Collins, Director of Fundraising and Marketing, at Teenage Cancer Trust, said: “We’re delighted to be launching our important partnership with Virgin Money London Marathon 2018 with a film that has a cheeky tone but a serious message. Huge thanks to Chris, a young man who is currently going through treatment for cancer, and our long-term supporter Russell Brand for teaming up to make the film.”

“We need hundreds of people to ‘Be a Legend’ and run or volunteer for Teenage Cancer Trust in the Virgin Money London Marathon 2018, so we can make sure that no young person faces cancer alone.”

“Every penny raised will make our vital work possible – and we can’t wait to see legends from across the UK gather in support of young people with cancer in the 2018 Virgin Money London Marathon.”

Chris, 20, who is currently being treated at the Teenage Cancer Trust hub in the UCH Macmillan Cancer Centre, said: “It was an incredible experience to be involved with the video. I was diagnosed with Osteosarcoma in January this year and the charity has been so supportive of me from the off. I study filmmaking and they have absolutely amazing facilities at the hub that have made it easy for me to get on with my studies when in treatment. Aside from that, the nurses are genuinely sensational. I could not feel in better hands.”

To join Teenage Cancer Trust’s legendary team of supporters and help them reach every young person with cancer, visit and sign up to run or volunteer in 2018.

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