Postcode Lottery links exercise to charity funding
The campaign invites Strava users to complete monthly challenges running throughout June, July and August
Postcode Lottery has partnered with Strava and Leo UK to launch Crowns for Causes, a campaign that enables users of the fitness platform to unlock charitable donations through physical activity. The initiative marks the first time activity completed on Strava has directly triggered funding for charities without participants needing to fundraise themselves.
Launching on June 8, the campaign aims to connect exercise with charitable giving by rewarding everyday movement and encouraging participation across a broad range of fitness levels and abilities.
Activity challenges unlock charity funding
The campaign invites Strava users to complete monthly challenges running throughout June, July and August. For each challenge completed, the first 30,000 participants will unlock a £50 donation funded by Postcode Lottery.
Participants will also be able to nominate charities for an additional £100,000 bonus donation, with the campaign aiming to unlock a total of £5 million for charitable causes.
Five charity partners have been selected for the initiative: Hospice UK, Mind, Guide Dogs, Royal British Legion and Cancer Research UK.
Strava crowns adapted for charity campaign
At the centre of the campaign are bespoke Postcode Lottery “Crowns”, inspired by Strava’s achievement feature traditionally awarded to users who top segment leaderboards.
The initiative is designed to celebrate the positive impact of movement on individual wellbeing while also demonstrating how everyday exercise can support wider communities and charitable organisations.
National marketing campaign rolls out
Supporting activity includes a national marketing campaign developed by Leo UK, with media planning and buying handled by the7stars alongside the Postcode Lottery’s in-house media investment team.
The campaign will run across social media, radio and influencer channels, targeting audiences interested in fitness, running and wellbeing. Mental health advocates and fitness personalities including Davina McCall and Joe Wicks will support the initiative.
Campaign designed around existing behaviour
Anna Russell, Head of Marketing, Postcode Lottery: “Crowns for Causes is about celebrating movement and the positive impact it can have. We know millions of people already get active in ways that work for them, whether that’s walking, running or exercising as part of everyday life. Together with Strava, we’re creating a simple way for that movement to support good causes too. It’s a powerful opportunity to bring greater visibility to these incredible charities, while creating a campaign that feels genuinely native to how people already engage with fitness, wellbeing and community.”
Hayley Power, Creative Director, Leo UK: “Running and charities often go hand in hand, but what makes this campaign unique is that it enables Strava users to unlock millions of pounds in charity funding simply by doing what they already do, in their postcodes and beyond.
The campaign not only shines a light on the incredible level of charity funding Postcode Lottery players unlock every year, but also gives Strava users the power to choose where the money goes.”
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