Encouraging everybody and every body to get stepping
CLIENT: DIABETES UK
PROJECT: ONE MILLION STEP CHALLENGE
It was time to inspire people to take on Diabetes UK’s flagship fundraising event, the One Million Step Challenge.
Regular stepping is one of the simplest ways to show your body some love. It can help you to get fit, lose weight, feel more confident and positive. Everybody can step - they just need a little encouragement. We wanted to understand what motivates people to sign up to challenge events and realised that a key motivator is seeing others like themselves get involved. So we knew we had to bring this human truth to life at the heart of our campaign.
The #EverybodyStep campaign uses the stories of real people who have conquered the One Million Step Challenge to inspire others to sign up and get stepping. We used UGC from past participants to show that anybody can take part and emotive copy that excites and inspires others to see the benefit for every body.
We designed a new mobile first platform, powered by JustGiving, along with a detailed welcome pack, resources and a suite of emails to guide those who signed up through the challenge journey. We created animated badges to inspire participants to keep stepping, along with a shiny new medal and other rewards for hitting fundraising milestones.
