Race Against Hunger
The Trussell TrustBackground
The Trussell Trust were initially planning to launch a new 5k run as a managed event, but the impact of COVID-19 and lockdowns meant a change in strategy, and the event was moved to a virtual running event. Killer Creative were approached at this stage to build an engaging and fun virtual 5k.
The brief
We were tasked with developing the event proposition, where we carefully considered how the event would work alongside the overarching hunger free future brand campaign, in regards to both timings and messaging. We identified the best date for the event, the target audiences, motivations for participation and the event logistics. Whilst it’s a virtual event, we wanted it to feel collective and a nationwide movement, which came through strong in the messaging. We included engaging ways for people to take part together, even when apart physically, through activities such as a live Zoom warmup on the morning of the event, a running playlist on Spotify, and polls on the Facebook group to allow people to vote for their favourite songs. Once the proposition was finalised and summarised in a proposition statement, this formed the creative brief and we begun to develop an overarching concept. The concept was developed whilst we began planning a photoshoot to get bespoke content, however, unfortunately this had to be cancelled last minute due to an increased lockdown. Instead, we created a brief and begun sourcing people for user generated content. Branded t-shirts, armbands and face paint were sent out to TT staff, supporters, the Killer Creative team and family and friends. We received various static and moving images, which we then edited and collated together into short animations. Once we had the concept finished and bespoke content created, we begun developing a suite of assets for acquisition, the website and the supporter journey. This included animations, training/running guides, Spotify artwork, static imagery, social graphics and more. We worked closely with the Trussell Trust team on the communication plans for acquisition and stewardship, consulting and providing recommendations to improve sign ups, participation, and fundraising. Lastly, we developed a media plan to recruit cold audiences, running the media campaign on Facebook and the Google Display Network. The campaign is currently live and the enthusiasm and sign ups to date has got everyone involved excited for the event on Saturday 27th March!
The results
Year 1 targets
- 723 sign ups
- 45% remittance rate
- £79 average gift
- £57,000 income
Year 1 results
- Sign ups - 851
- Average gift - £293 (based on number of participants)
- Remittance – 50%
- Income - £125k
Kate Merrifield
Events Engagement Manager We have enjoyed working with Killer Creative to reposition and launch our new Race Against Hunger pilot event this year. Like all charities our planning for physical events had to completely pivot in spring 2020 and we worked hard to create an event as exciting and engaging as if it had been in a location, all together somewhere in the UK. The team are so supportive and knowledgeable. The Killer team have helped us create really good foundations and learning to build on the pilot for our autumn event.| 851 Sign ups | £293 Average gift |
| 50% Remittance | 125k Income |
