The London Marathon | Just Giving | Virgin
The 2.6 Challenge
During the initial onset of the Coronavirus our team at Studio Republic were given the opportunity to create an inclusive, at home event for the entire UK to make up for the lack of fundraising at the marathon. I led the creative team, outlining the vision, strategy, tone and visuals for the award-winning campaign. It was incredibly successful in it’s goal, eventually raising over £11 million and showing up on BBC, the Times and other national new organizations.
The Challenge
The Concept
By utilizing fun pictures, bright color, and humor the concept was meant to pull in the audience and get them to learn more about the event. As we were dealing with an audience that had little face-to-face contact, our digital assets and advertising worked hard to get people invested and convince them to fundraise.
The Result
After working tirelessly for 20 days the 2.6 Challenge launched. By the end of it, we had managed to raise over £11,000,000 for UK charities through the Virgin Money Giving and the Just Giving platforms. Over 25,000 fundraising pages were created! My designs appeared in The Times, BBC Breakfast, and the event was taken by many members of British celebrity (including Stephen Fry!). We even got a letter from the Queen for our efforts. It truly was a dream come true to work on a campaign like that, and I cannot be prouder of myself and the team at the studio.
Completed Work
Led the creative team
Ideated, developed and executed the concept
Developed the tone of voice
Created social media assets for use on the official London Marathon Account
Created brand guidelines for the campaign
Assisted in the design and approval of the campaign website
Created internal assets and guidelines for charities to use on their own social
Accolades
Third Sector Awards
Fundraising Campaign
The Drum Awards
Best Charity or Not For Profit Social Media Strategy/Campaign
Sport Industry Awards 2021
Campaign of the Year