Coram
Creating a brand-new fundraising event from the ground up.
Background
Coram wanted to launch a new virtual fundraising event that would do more than raise income. It needed to increase awareness of the charity and introduce Coram to new audiences.
The challenge was to create something people hadn't seen before. An event that felt inclusive, fun and easy to take part in, regardless of age or fitness level, while raising funds to support vulnerable children across the UK.
The Brief
The virtual events market had become crowded, with countless running and walking challenges competing for attention. Coram needed an idea that stood out.
It had to be simple to understand, enjoyable to take part in and give people a reason to choose this challenge over all the others. Most importantly, it needed broad appeal, welcoming evearyone from seasoned runners to complete beginners.
The Work
We knew another virtual running challenge wasn't enough. It needed a twist. That's where Running Tracks Challenge was born.
The idea was simple. Throughout May, participants chose an album or playlist and ran or walked to their favourite music. Suddenly, the challenge wasn't just about miles. It became about memories, motivation and sharing the soundtrack to your journey.
The music created a natural sense of community, with participants swapping playlists, challenging friends and encouraging each other along the way. As Creative Director, I led the proposition, strategy and creative direction, working with a trusted team of designers and animators to bring the campaign to life.
Together, we created a bold, vibrant visual identity inspired by music culture, supported by playful headlines such as: Beyoncé or Britney? Prince or Pink? Who are you going to run with? We also developed a suite of static and animated social assets to drive awareness, encourage participation and keep the community engaged throughout the campaign.
Results
Running Tracks Challenge gave Coram a distinctive new fundraising product that cut through a crowded virtual events market. More than just another running challenge, it turned music into motivation, created a genuine sense of community and gave supporters a fun new way to raise money for vulnerable children.