ADRA Home Runs.
The ADRA Charity Run is an annual event that raises money for the livelihoods, health and education of Kiwis, and people in developing countries. Each year volunteers get support from sponsors and run a set course along the Auckland Waterfront. Yeah, nah. Not during 2020’s ever-changing alert levels and restrictions on gathering sizes. So instead we helped ADRA take a whole new direction.
The Challenge
Outdoor events, where people join together for a common purpose, were at the heart of ADRA fundraising. Running for charity was a well-established and easily understood fundraising mechanism.
But major outdoor events require extensive planning and certainty.
In 2020, those were rare commodities.
The charity fun run seemed doomed.
What we did
Even in the depths of the strictest lockdowns, when we all had to keep to our bubbles, Kiwis were still allowed to exercise.
Cue the “aha” moment.
We could still walk, jog or run - just not together.
So why not take advantage of that fact, and turn the ADRA Charity Run into the ADRA Home Run?
Make the run “from your front door to the world”. The home would become the start line and the finish line.
Participants were encouraged to run against poverty from wherever they were in the world, to pick a special distance (3km, 5km, 10km or 21km), register and raise funds to help children access education.
It meant participants could be flexible with their time and their course and could social distance appropriately. We created a fresh and fun visual identity to capture the spirit of community and positivity.
We rolled out a campaign that made making a difference seem very achievable from our bubbles. And to connect Kiwi families to those in need around the world, we also changed the focus of our fundraising- from individuals in need, to families.
The event was a great success. Despite the ever-changing alert levels and uncertainty, Kiwis embraced the ADRA Home Runs challenge with over 2,888 kms clocked up around the neighbourhoods of New Zealand, and over $27,091 raised for families in need.
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