Dara O’Briain is fronting a brand new promotional drive by Cancer Research UK.

The Irish comic is backing the launch of a smartphone game which should help scientists make sense of complex gene data.

Speaking to Marketing Week, O’Briain said he hopes he will be able to use his profile to raise awareness of the initiative among the general public.

“It’s easier to have someone that people know, as well as someone from gaming and science stuff,” he commented.

“I’m the nerd for hire.”

O’Briain attended the launch of the game earlier this week and intends to promote it via his Twitter account, which has 1.6 million followers.

He added that Cancer Research UK’s campaign is interesting in that it requires the public to help scientists identify useful patterns that could help them tackle cancer.

The game – entitled Play to Cure – Genes in Space – is available to people with Android or Apple smartphones free of charge.

Cancer Research UK asks public to help cure cancer in new smartphone game, Marketing Week

Posted by Cheryl Jackson-Leafield