What was the event?
The London Landmarks Half Marathon is a closed-road, central London run organised by the baby charity Tommy's. Under the strapline "The Grand. The Quirky. The Hidden", it is the only half marathon to go through both the City of London and the City of Westminster, combining fundraising with personal challenge, education, social engagement and entertainment.
What approach was taken?
Tommy's set up a limited company that would focus on the success of the LLHM event, a new income stream for the charity. The charity worked closely with stakeholders and partners to overcome the challenges involved in closing down central London roads for a day.
Tommy's wanted to make the event a day out for the whole family to enjoy. Ten music stations involving 160 people entertained the crowds and spurred on the runners. More than 200 young volunteers supported the event. There were 17 themed cheer stations led by charities and 125 other cheer stations, as well as 25 musical performances, seven historical tours, three treasure hunts and two performance stages. Tommy’s aimed to recruit 50 charity partners for the event, but succeeded in signing up 102, with a further 84 on the waiting list.
How much money was raised?
The event has raised £4.6m across all charities, against its target of £4m. £2.01m was raised for Tommy’s, smashing the target of £1.4m. The 2018 event saw 70,000 apply for the 5,000 public places, which sold out in minutes: more than 53,000 participants have already registered for LLHM 2019.
Action for Children for Byte Night
The Alzheimer's Society for Cupcake Day
The Brain Tumour Charity for Everest in the Alps
Save the Children UK for Peppa Pig's Muddy Puddle Walk