What was the event?
The Dementia Revolution was an ambitious year-long campaign from the Alzheimer's Society and Alzheimer's Research UK, as charity of the year for the 2019 Virgin Money London Marathon. The aims were to recruit 2,000 people to run for Dementia Revolution and inspire hundreds of volunteers for marathon day, as well as to overcome the stigma of and misunderstandings about dementia and raise awareness of the importance of funding dementia research. The campaign also aimed to inspire runners to hit their fundraising targets and encourage wider public donations.
What approach was taken?
Two years in the planning, this collaborative effort brought together departments including fundraising, digital, media, legal and data. The VMLM ballot window was a critical marketing period, with only five days to launch a new brand. A celebrity-fronted digital campaign engaged, excited and educated the public and drove entrants. The Alzheimer's Society and Alzheimer's Research UK appointed NTT Fundraising to develop a unique database that both charities could access, review and amend. The target was 45,000 unique ballot entries and the campaign acquired more than 47,000. The charities used London Marathon sponsor contacts and built relationships with the clothing brand New Balance and the audiobook company Audible to give added value to runners and promote additional fundraising.
How much money was raised?
£3.4m has been raised to date, with 2,079 runners taking part in the marathon. More than 760 volunteers signed up to staff the 10 large cheer points, motivating the runners. A post-event survey found that more than a third of the general public had heard about the Dementia Revolution.
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