We brought Sport Relief to new audiences.

Working with Sport Relief, we developed a pilot project to generate greater engagement in the campaign, specifically Sport Relief Mile sign up, from more diverse audiences.

We combined community outreach and targeted media relations to raise awareness of Sport Relief and drive engagement with the Mile. For example, in Birmingham we worked with community gatekeepers and groups to drive engagement with the Asian community. We launched the media campaign alongside the national launch, followed by a ‘Bollywood Warm Up’ event with the BBC Asian Network. In London, we focused on the Lesbian, Gay, Bisexual and Transsexual (LGBT) community, working with community groups, charities and business networks. We created a picture-led media story, featuring key London LGBT personalities who cascaded the story through their fans and followers on Facebook and Twitter. We engaged with over 50 community groups, secured over 20 pieces of coverage in target media and brought Sport Relief to new audiences.