Lucinda Rouse and Andy Ricketts are joined by Victoria Askew, senior marketing campaign manager at Pancreatic Cancer UK, to hear about the organisation’s experience as the charity of the year at the 2025 TCS London Marathon.

Vicky provides insight into PCUK’s winning bid and the 18-month preparation process that preceded the event in April. She outlines the charity’s approach to the stewardship of its runners’ fundraising efforts and the most effective forms of communication.

She describes how the use of celebrity ambassadors combined with PCUK’s biggest ever PR stunt enabled the charity to maximise on the partnership opportunity.

Listen to When Charity Goes Wrong.

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