What was the campaign aim?
After thousands of fundraising events were cancelled, leaders from the country's biggest mass-participation sports events, along with agencies Studio Republic and LiveWire Sport, devised a pro bono campaign to raise urgent funding for as many UK charities as possible.
What methods were used?
The 2.6 Challenge was named after the distance (26.2 miles) and the date (April 26) of the London Marathon, which the campaign would replace. The simple and inclusive message invited 'home heroes' of all ages and abilities to support their chosen charity with a 2.6-themed challenge.
The brand was created in 22 days, a website built and charities and businesses equipped with a marketing toolkit to engage their fundraising communities. Celebrities including Gareth Bale, Kevin Pietersen and Dame Jessica Ennis-Hill took part and hundreds of national media outlets covered progress on campaign day.
How much was raised in total?
Empowering a network of more than 3,900 UK charities and their communities, The 2.6 Challenge campaign raised over £11 million, making it the biggest collective fundraising event in the UK - and, it is believed, the world.
The website attracted more than 320,000 visitors who clicked to donate over 60,000 times. Dominating social media, #twopointsixchallenge was the number one UK trend on Twitter on April 26, racking up more than 90,000 tweets.
A company has now been established to ensure The 2.6 Challenge supports the UK's charities through a united campaign to raise funds every year.
What did the judges say?
“An excellent response to an unprecedented situation, this campaign is a stand-out, and perfectly captured the mood of the nation.”
Beauty Banks for #HelpingHands
British Red Cross for UK Coronavirus Appeal
Noah's Ark Children's Hospice for Building The Ark Campaign
The Salvation Army for The Salvation Army Coronavirus Response Campaign
Different Kettle for 300 Earthquake Homes Appeal
The Scouts for #HikeToTheMoon