LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons LWS_Icons
Menu

The 2.6 Challenge

A pro bono campaign to save the UK's charities, devised in only three weeks, raised nearly £12m and inspired a nation to be active during a global pandemic

In direct response to the COVID-19 global pandemic and the cancellation of mass-participation events that raise millions in much-needed funds for thousands of charities, the country’s biggest mass-participation sports events (MSO) and agencies LiveWire Sport and Studio Republic joined forces to devise and deliver a campaign to address the shortfall.

 

Using the postponed London Marathon as the spearhead - 26.2 miles to be run on Sunday 26 April 2020 - the campaign encouraged participants to embrace the two numbers to complete a challenge of their choosing and shaped by their imaginations.

 

And rather than dictating a single cause to support, the campaign was completely democratic, encouraging individuals, families, companies and communities to raise funds for their preferred cause.

 

By 'renting' London Marathon's social platforms and building a bespoke but simple website to donate funds, the campaign was up and running in less than two weeks, amplifying its message through social and an army of influencers, big and small.

 

STRATEGY

  • Pre 26 April: Build awareness, focusing on reach and messaging to ensure people understood what The 2.6 Challenge was

  • 26 April: Activation day, focusing on amplification of inspiring stories and quirky challenges and real-time updates on funds raised

  • Post 26 April: Extending the tail, celebrating the feel-good factor, highlighting celebrity involvement in challenges, supporting individual fundraising landmarks and encouraging additional fundraising and participation

Relationships

RESULTS

- Created the biggest collective fundraising event in the UK, and it is believed, the world

- Empowered 3,900+ charities to activate their communities

- Inspired 24,000+ ordinary people doing extraordinary feats across the UK to take on a challenge

- Raised nearly £12,000,000 through fundraising and donations

- Recruited hundreds of world-class athletes and A-list celebrities (including Gareth Bale, Rod Stewart & Penny Lancaster, Dame Kelly Holmes, Lord Coe, Eliud Kipchoge, Mark Ronson and many more)

- The number one-trending hashtag on Twitter in the UK on April 26 with 90k+ tweets

- Over 5,000 challenge videos shared by individual fundraisers and charities across Facebook, Twitter, Instagram & YouTube generating 1m+ interactions and 14.6m+ views

Awards

Date Contest Award
Third Sector Excellence Fundraising Campaign of the Year
Third Sector Excellence Big Impact Award
Leaders Sports Awards Community Award
The Drum DADI Awards Not-for-profit/Charity
The Drum DADI Awards Integrated Marketing Campaign
Third Sector Excellence Breakthrough of The Year
The Drum Social Media Awards Best Charity Social Media Strategy/Campaign

"It was a great fit for our audience and has shown how virtual fundraising can be accessible, creative and fun too"