Objective:
The Bridge to Brisbane charity fun run has been going for 15 years. Every year it attracts around 40,000 people. Our goal was to increase the amount of money runners raised for charity in the midst of a global financial crisis.
Concept:
Hero Time; we link runners’ finishing times to their fundraising – one second off for every dollar they raise for charity. The adjusted time is their Hero Time. It’s the first time in the world that fundraising has been linked to finishing times for a running event.
Results:
People embraced the Hero Time idea better than we could have ever imagined. The previous Bridge to Brisbane fundraising record of $355,000 was passed with 7 weeks to go. The final total of $785,000 was more than double the previous record. Media exposure went up by 11% and the number of runners who actually fundraised doubled from 4.0% to 8.7%.