We're the 2026 TCS London Marathon Charity of the Year'

The ‘We’re the 2026 TCS London Marathon Charity of the Year’ film was created as a defining launch moment for Marie Curie. Designed to drive runner recruitment and broaden awareness of the charity’s mission. Released ahead of April 2026, the film introduced Marie Curie to new audiences, clearly communicating our role as the UK’s leading end of life charity and reinforcing the message that our care is for anyone living with a terminal illness, not just cancer. It aimed to motivate viewers to sign up to Team Marie Curie, while emotionally connecting marathon participation with personal experiences of loss, care and remembrance.

To engage both runners and the wider public, the film adopted a distinctive split-screen narrative, telling two parallel stories (one of marathon training and one of end of life care) which gradually merge. This creative approach highlighted the shared emotional journeys underpinning both in a modern, cinematic style. Delivered within three weeks by a small in-house and freelance team on a £20,000 budget, the film ran across social media, email and YouTube, and was amplified by London Marathon Events to reach new mass audiences.

The film significantly exceeded expectations, achieving 66,000 Instagram views (10x typical performance) and driving over 10,000 runner applications against a 6,000 target. It contributed to raising over £2 million for end of life care, strengthened brand perception, and played a key role in improving Marie Curie’s national brand ranking.