Running Tracks Challenge | Virtual Fundraising Campaign
Background
Coram wanted to launch a new virtual fundraising event that would increase income, grow brand awareness and introduce the charity to new audiences. The ambition was to create a distinctive mass participation fundraising campaign that could stand out in an increasingly crowded virtual events market while inspiring people to raise money for vulnerable children across the UK.
The Challenge
By this point, virtual running and walking events had become almost interchangeable. Every charity was asking supporters to complete another distance challenge, making it increasingly difficult to recruit new participants.
The opportunity was to create a fundraising campaign that felt fresh, inclusive and genuinely enjoyable. It needed a simple proposition with broad appeal, encouraging everyone from experienced runners to first-time fundraisers to take part, while giving Coram a product people would remember and recommend.
The Creative Strategy
Insight showed that people don't remember every mile they complete. They remember how those miles felt.
That thinking inspired the Running Tracks Challenge.
Instead of focusing on distance alone, participants were invited to run or walk throughout May to the soundtrack that motivates them most. Whether it was Beyoncé, Bowie, Pink or Prince, music became the emotional hook that transformed a familiar fundraising challenge into a personal experience.
As Creative Director, I developed the campaign proposition, creative strategy and visual identity, leading a specialist team to deliver an integrated fundraising campaign across digital and social media. The bold, music-inspired creative encouraged participants to share playlists, nominate friends and celebrate every milestone, creating a strong sense of community while driving supporter engagement and campaign visibility.
Results
Running Tracks Challenge gave Coram a distinctive new virtual fundraising product that successfully cut through a crowded marketplace.
By combining the universal power of music with an accessible fundraising challenge, the campaign increased awareness, encouraged supporter acquisition and created an experience that people genuinely wanted to share. More than another virtual event, it became a memorable fundraising campaign that strengthened Coram's brand while helping raise vital funds for vulnerable children.