Leeds Hospital Charity: Rob Burrow Leeds Marathon
Results
Over 10,000 participants
Over 1.4 million impressions delivered
Encapsulating the legend of Rob Burrow by encouraging runners to take part in his inaugural marathon to raise funds for an MND centre
Rob Burrow, former Leeds Rhinos, was diagnosed with Motor Neurone Disease in December 2019. The Rob Burrow Leeds Marathon was created to raise awareness and funds to support other families living with Motor Neurone Disease. With 100 places to fill for the 2023 marathon, the charity was looking to target two demographics, potential donors and runners.
The Ark Media became involved when Leeds Hospitals Charity approached us after hearing about the work we did for the British Transplant Games. Demonstrating what can be achieved with hours to spare, this proposal was turned around in just one day.
The 5 rotating creatives
Objectives
The primary objectives were to:
-Promote the marathon to fill the last 100 places
-Create awareness for MND to target potential donors to help raise funds
-Execute a campaign in a limited timeframe
Strategy and Execution
Filling the places for such an inspirational marathon by utilising key advertising spaces was something we were confident we could achieve. We wanted to help such a vital cause and rose to the challenge of securing digital advertising across a range of sites with alternate advertising ensuring we were reaching all our demographics.
The strategy included using:
-Out-of-Home (OOH) digital advertising space across Leeds to allow a quick turnaround,
-Different creatives to specifically target and resonate with both potential runners and donors
-A clear call to action for runners to sign up to last 100 spaces
The digital billboard site at New Craven Gate, Leeds
The same site running an alternative creative, utilising the opportunities to change message that digital screens offer
“In a world full of adversity we must still dare to dream." Rob Burrow
We were honoured to play a small part in ensuring awareness was raised about this vital work and to urge people to donate to such an important cause. We know that change comes from action and targeted advertising at key sites compelled people to act.
The Rob Burrow Leeds Marathon will go from strength to strength and monies raised will be vital in the future development of the Leeds Motor Neurone Disease care centre. Due to the success of the 2023 marathon, the marathon has been renewed for 2024.
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