The Sunday Mail Case study Hero Time by Junior Brisbane

Hero Time

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Industry Charities, Foundations, Volunteers
Media Case study
Market Australia
Agency Junior Brisbane
Art Director Simon Buutveld
Copywriter Kirsten Twigg
Released December 2012

Awards

Clio Awards, 2013
Engagement Other Bronze

Credits & Description

Every year around 40,000 people take part in the Bridge to Brisbane fun run, but the charitable raise is relatively modest. Time to put fundraising back on the agenda. So Junior created Hero Time. For every dollar you raise for charity, you get one second off your finishing time. Raise $100, get 100 seconds off. You get the idea. So time, money, this year it all counts.
Category: Charities & appeals
URL: http://bridgetobrisbane.com.au
Client: News Queensland
Agency: Junior, Brisbane
Country: Australia
CD/Copywriter: Jonathan Drapes
Copywriter: kirsten twigg
Art Director: Simon Buutveld
Account team: Jamie Leonard
Account team: Chantal King
Account team: Andy Clifford
Execution
For the past five years, emotional charity campaigns have not increased fundraising for the event. But while there is not a lot of interest in the charitable efforts of the race, there is always a lot of interest in the race times which are published the following Tuesday. By focusing on race times instead of the heart strings, Hero Time made fundraising novel and completely integral to the race, it fueled existing competition amongst friends, family and co-workers – every dollar raised was a one second head start - and it meant people could ask for time instead of money.
Outcome
For a fun run that had started to become stale:The number of runners who actually fundraised increased 118% (from 4% to 8.7%)The previous fundraising record ($355,000) was passed with 7 weeks to go.The final fundraising total ($785,000) was more than double the previous record.As an average amount per runner, it increased from $8.87 to $19.62Media coverage increased by 17% The runner with the best Hero Time was actually a man with Cerebral Palsy - he featured on national television programs before and after the race.
Implementation
Our solution was to change the race itself with a concept called Hero Time. For every dollar a runner raises for charity they get one second off their race time. This was launched and promoted with everything from television commercials to posters in gyms to the race bib itself. The client wanted a 50% increase in the number of runners fundraising and to break the $500,000 mark (previous fundraising record: $355,000).
Client Brief Or Objective
The Bridge to Brisbane charity run needed a shake up. For 15 years it has been great at attracting runners (40,000/year) but not good at getting them to raise money. Our objective was simple; find a way to get more existing runners to raise more money. Currently only 4% of runners actually raise extra money for charity, which means the majority are not taking part for charitable reasons. Our strategy was to find a way to make fundraising matter to more runners. Heart-felt advertising campaigns had failed to work in the past, so we needed something different.