Leukaemia & Lymphoma Research

The blood cancer research charity has launched a digital campaign to encourage people to sign up to its London Bikeathon in June

Alastair Campbell [photograph by Paul Hines]
Alastair Campbell [photograph by Paul Hines]

What is it?

A video clip featuring a suited Alastair Campbell cycling in London and startling Perri Kiely of Diversity, the dance group that won Britain’s Got Talent, by suddenly doing BMX tricks. The video also shows some of London’s famous sights, including the London Eye and St Paul’s Cathedral, both of which are on the Bikeathon route. The clip ends by directing viewers to the Bikeathon website to sign up.

How is the campaign being promoted?

The clip is available on the charity’s website and YouTube and is being promoted on the charity’s Facebook and Twitter pages. Campbell, who is the chairman of fundraising for the charity, is also promoting the clip on his Twitter page and website.

What is the campaign hoping to achieve?

The campaign encourages people to sign up to its London Bikeathon. Entries for the event opened earlier this year, but this week sees the start of the charity’s push to get people to sign up. At last year’s London Bikeathon, 6,700 cyclists raised more than £665,000, and the charity is hoping to replicate that success.

Who was the clip produced by?

The clip was produced by video and multimedia communications company Nutmeg Productions.

Third Sector verdict:

The campaign has the potential to reach a wide audience because it is on the most popular social media sites. Campbell’s promotion of the clip will assist greatly in publicising the event, given his high profile and more than 70,000 Twitter followers. The clip itself is amusing and should appeal to audiences of all ages, given the novelty factor of Campbell doing the bike stunts and the involvement of young Diversity star Kiely.

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