Samaritans

TCS London Marathon 2024.

Samaritans London Marathon 2024

The Challenge
Watched by five million people across 196 countries, the TCS London Marathon 2024 saw over 50,000 runners cross the finish line. That’s a record breaking number, and organisers believe it’s on track to break its own record for fundraising, raising more for charity than any single-day event in history.

It’s a huge opportunity for any charity, and we worked with our client Samaritans to beat 200 other applicants and become the official charity of the 2024 TCS London Marathon. But that was just the start.

Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024

Our Solution
We needed to get Samaritans race ready. We worked up a positive and empowering campaign, with the aim of recruiting over 1,500 runners, boosting support from Corporates, major donors and local campaigns. We reached millions of people across the UK with a media campaign.

We came up with a winning case for support, with inspiring creative and powerful messaging: “I’m running today, because I believe in tomorrow.”

Next, we beefed up the campaign, created a campaign style guide complete with powerful audience messaging and an energetic photo shoot. Just what was needed for recruiting runners, galvanising supporters and raising a whole lot of money.

Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024

The Results
The TCS London Marathon 2024 was a year for breaking records – it’s well on track to beat its previous fundraising record of £66.4m, set in 2019. We are proud to have worked with Samaritans to make the most of such an opportunity and spread such a powerful and positive message. The money raised will keep Samaritans listening, and save lives.

Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024
Samaritans London Marathon 2024

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