People

Creating the biggest collective charity fundraising campaign in the world

Born out of the pandemic, the 2.6 Challenge looked to unite people across the UK to support charities when traditional fundraising stopped. By taking on simple, creative challenges, millions were inspired to get active and give back.

The campaign reimagined mass participation fundraising, proving that with the right idea and momentum, communities can come together at scale to protect vital causes and create lasting impact.

Overview

Brand Design
Campaign creation
Print design
UX Design
Web Design & Build

£11M Raised for UK charities
24K Fundraising pages created
3.9k Charities supported

The challenge

Organisers from the country’s biggest mass-participation sports events (MSO), including London Marathon Events, invited us to co-create and launch a national charity fundraising campaign. The objective was to reduce the staggering predicted funding shortfall of £60 billion that was going to hit the UK charity sector as a result of the global pandemic. During April 2020, we inspired the UK public to get creative from the safety of their homes to raise £11.2 million.

The Solution

In direct response to the pandemic, our team devised a way to hand-in-glove with members of MSO and social media pros, LiveWire Sport, to devise and deliver a national fundraising campaign that would not only raise as much money as possible, but raise money for as many UK charities as possible, as quickly as possible.

Impact

£11 Million

Raised for UK charities

24k

Fundraising
pages created

3.9k

Charities
supported

Creative execution

Using the story as a strategic foundation, we crafted a dynamic brand identity that was bold, bright and uplifting – encapsulating the fun available who took part in this once-in-a-lifetime national event.

The creative objective was to build excitement but without any budget (or time) to deliver the work, we relied on stock photography – a diverse and inclusive mix – featuring ‘everyday folks’ to ensure it was clearly recognised as an accessible campaign. The creative had to encourage everyone, from children to grandparents, to join the marathon effort.

Image for 2.6 Challenge Totaliser showing over £11 million raised

“Agile thinking, delivering the highest quality and always on deadline, contributing hugely to the strategic discussion. Their effort has been absolutely phenomenal, and I don't make recommendations lightly…If you want an agency to deliver great creative work and deliver on their promises, then make Studio Republic the first people you call. It will be a call you never regret.”

Hugh Brasher

Race Director at London Marathon