Situation Analysis

The Captain’s Ride is a challenging charity cycling event for the Steve Waugh Foundation (SWF), raising funds for the 400,000 children throughout Australia affected by rare diseases. Sporting legend Steve Waugh would lead a group of 70 riders on an enormous six-day 701km event from Mittagong to the peak of Mt Kosciuszko. The children he supports are unable to participate, so he challenged us to make them feel part of the ride by creating something inspiring and extraordinary.

Objectives

• Highlight the plight and inspirational stories of the children living with rare diseases.

• Raise $800k+ for the charity (based on the amount raised in 2015).

• Generate 150 pieces of media:

• 80% include key message delivery

• 90% include brand mention

-Created a dedicated web page (www.captainsride.com) for public donations, also offering a first-person viewpoint of the ride. Whenever the Riderless Bike was in motion, anyone visiting the website had the opportunity to experience the ride.

-People could sponsor the Riderless Bike for part of the route, and we triggered Facebook posts from Steve Waugh and his Foundation as the peloton rode through each section on the map. Telling different stories of the kid's bravery and driving awareness of 166 diseases over five days. It enabled us to say 'this part of the ride is for Bradley and Thomas who are suffering from Arts disease' etc and we shared their story.

-Utilised high profile influencers taking part in the ride via activating their social following, asking them to use the hashtag #CaptainsRide, encouraging people to visit the Captain’s Ride website, see the Riderless Bike, read the grant recipients' stories and donate.