How do you grow participation and build a sense of community for an established event?
Crohn’s and Colitis were struggling to recruit participants and keep repeat participants. Looking to increase their brand awareness and foster a sense of community at their events they needed support to take their events to the next stage. Meanwhile, keen to engage a younger audience we worked with them to create ‘Run The Night’ a night-time 10k featuring a party atmosphere finish!
From branded marquees to WalkIt signage, the whole event was transformed into a “sea of purple” and massive introduced several initiatives to the event including walking buddies giving lone participants like-minded support whilst waking part in the event and an area for everyone with this ‘hidden’ disease to share their story and gain acceptance and understanding from other’s experiences.
Following 4 successful years in 2020 we have helped pivot the series into a virtual ‘do it yourself’ offering for 2020 and are excited to start planning for the return to physical events in 2021. Meanwhile after 2 years of Run The Night a strategy piece of work investigating audience and motivation gave us some exciting insight to help us create a virtual offering for 2020 and a new and improved version of the event in 2021.