We turned a Yorkshire-wide relay into a series of media moments that grew campaign visibility, mobilised supporters and drove donations across the region.
The task
Yorkshire Cancer Research needed ‘We Walk for Yorkshire’ to land as a high-profile regional campaign and hit its fundraising targets. The charity is trusted across Yorkshire, but a walking relay is a slow-burn story, and one launch announcement was never going to carry it.
The solution
We built repeated media moments along the route, giving regional press and broadcast a fresh reason to cover the relay at every stage. Each leg was pitched as its own story, with local spokespeople, supporter case studies and imagery prepared in advance so newsrooms could run it the same day.
The impact
81 pieces of coverage
200M media circulation
38 broadcast pieces
4 media moments
Fundraising targets achieved
