The Sunday Mail wanted to beat their 2012 fundraising record of $785,000 and secure 40,000 registrations for the Bridge to Brisbane fun run, as participation had begun to drop from an increase in competitor events.
We trawled through entry data and found a huge variety of reasons why people run, from ‘bucket lists’ to ‘losing weight’ to ‘raising money for my nephew's cancer treatment'. We took these inspiring tales and used them to inspire others.
We matched race photography of real participants with bespoke headlines to create dozens of unique executions that ran all phases of the campaign. And produced four TVCs that cut to the core of people's motivations.
The campaign was an overwhelming success, breaking all targets. Registrations reached 41,466 (target 40,000) and fundraising reached $968,157 (previously $785,000).
– Registrations 41,466 (target 40,000)
– Fundraising $968,150 (+$183,150 increase)
Agency : JuniorCru
Creative director : Jonathan Drapes
Copywriter : Josie Burns
Director : Gerard Lambkin