Cancer Research UK (CRUK) is the world’s largest independent cancer research organisation. Following the Covid-induced disruption of recent years, CRUK planned to relaunch one of its most profitable fundraising pillars: Race for Life (RFL). The end goal? To make this the most locally relevant, national campaign ever. To achieve their goals, CRUK turned to EssenceMediacom, Creative Futures and GroupM Nexus with its cross-channel solution, Unmissable. Unmissable is a GroupM Nexus collaboration that delivers programmatic media at broadcast scale, bringing together the power of Finecast, Xaxis, and Sightline into one cross channel execution, enabling clients to activate a single campaign across broadcaster video-on-demand (BVOD), digital audio, digital out-of-home (DOOH), mobile, premium digital video, and premium display.