What was the project?
Launched in 2017, Insurance United Against Dementia committed the insurance sector to raising £10m to tackle the UK's biggest killer and create a more dementia-friendly insurance industry. Simon Cooter, director at Covéa Insurance, came up with the fundraising challenge event InsureTrek, which aimed to transcend long-held commercial rivalries and unite the sector.
What did the company do?
The Covéa marketing team created an InsureTrek brand and shared stories on social media, while Cooter and his trekkers promoted the event to corporate and personal contacts within the industry. In September 2018, 25 insurers from Covéa and 15 other firms took on the gruelling Mont Blanc Massif challenge, three days of trekking western Europe's highest mountain.
Why did it win?
The team smashed both its initial target of £75,000 and a revised one of £85,000, raising an incredible £103,642 by the end of the trek. Covéa covered all costs so the full amount could go towards supporting the groundbreaking work taking place at the UK Dementia Research Institute.
What did the judges say?
"A clever initiative with a simple execution that over-achieved its results," said Nicola Bott, head of partnership development at the Teenage Cancer Trust. "It raised awareness of the cause, had a good impact and will easily become an annual event."
Finalists
Poundland with Whizz Kidz for Pedalling for Pounds
Dulux with Threshold Sports
