Fundraising Archives | Havas Red Australia

THE RIDERLESS BIKE

The Captain’s Ride is a challenging charity cycling event for the Steve Waugh Foundation (SWF), raising funds for the 400,000 children throughout Australia affected by rare diseases. Sporting legend Steve Waugh AO would lead a group of 62 experienced riders on an enormous six-day 701km event from Mittagong to the peak of Mt Kosciuszko. The children he supports are unable to participate, so he challenged us to make them feel part of the ride by creating something inspiring and extraordinary with a creative PR and social campaign.

The ‘Riderless Bike’ is a world-first self-propelled bike that would follow the peloton from the rear, representing the children the ride was raising funds for. We collaborated with a number of technology partners and creative designers to undertake the huge challenge of engineering the bike. We also had to navigate approvals from the RTA, NSW Police, local councils and insurers.

We created a dedicated web page (www.captainsride.com) for public donations, offering a first-person viewpoint of the ride from the Riderless Bike. People could sponsor the Riderless Bike for part of the route, and be notified as it passed through their section.

We used celebrities taking part in the ride to spruik media and get people on-board via their social followings, and our technology partner, Finch, to explain how the tech worked.

552 media clips, 90% contained an image of the ride

100% of stories contained our call to action

190M+ reach

Website traffic up 150% on previous year

Raised $1M for children with rare diseases

https://www.youtube.com/watch?v=NiryQj0oj3M

Not-for-profit
Fundraising campaigns
Integrated campaigns
Consumer marketing
Ambassadors
Innovative technology
Social media
Media relations
Influencer relations

CAMP QUALITY: CHRISTMAS CRACK UPS

Camp Quality, Australia’s most trusted children’s cancer charity, relies heavily on public donations to support its work to help children affected by cancer and put a smile of their faces. It’s a highly competitive space at Christmas time and Red was briefed to create a cut-through campaign with potential for future years.

This needed to be delivered with zero media dollars, relying solely on the creativity of the idea amplified by social and PR within a six-week period and a very hard deadline of December to meet our goals.

We knew the majority of Australians find traditional Christmas crackers boring and a waste of money, so we created Camp Quality’s first ever consumer product, Camp Quality Christmas Crack Ups, Christmas crackers that are truly funny!

We enlisted Australian comedian, Andrew Barnett whose young son underwent a two-year cancer journey, as the face of our campaign, supported by Mr Crack Up, a life-size Christmas Cracker that featured in a series of humorous social content films. To source more meaningful jokes we sought help from children living with cancer and asked well-known Aussie comedians to add to Andrew’s pool of funnies.

We then unleashed a six-week news, social media and influencer campaign leveraging all our assets to create the most effective campaign ever for Camp Quality.

64 broadcast stories featuring Andrew, his son and the Camp Quality kid