There’s a reason why MOST charity challenges don’t get much press traction and it might sound a bit mean. Sorry.
Now, forgive me for slipping back into journalist mode but here goes.
It comes down to a simple factor….they all look/feel the same. Or a lot of them do anyway.
It isn’t that the cause isn’t worthy, far from it. Or that the effort required isn’t huge or even perhaps a tad scary. It isn’t that it lacks emotion or a compelling backstory. It’s just all a bit vanilla.
So when an ex client of mine piped up in early spring with a “bonkers” idea to raise awareness and vital funds for Vasculitis UK I was cautious at first, until I recalled who I was dealing with.
Nic Rotton (who embraced the nickname “Rotton Banker” among many others during his stellar financial career) is not afraid to stand out.
His challenge is arduous: complete the equivalent of 30 Olympic-distance triathlons in 30 days, mirroring a 950-mile journey between every Premier League ground and back to City Ground, home of his heroes, Nottingham Forest.
Each day, Nic will bully his way through:
- A 1-mile swim
- A 25-mile bike ride
- A 6-mile walk
He’s even had to put up with me on one of the walks for crying out loud.
The challenge began and will end at the City Ground, with the finish planned to align with Nottingham Forest’s final home game of the season in May.
So far so challenging but….where is the “colour” as the journo in me would say.
That’s why the launch pic was not of a man in a suit on a bike or on a treadmill or with his arms resting poolside. It was of Nic, freezing, shirt off, in his back garden.
Comedy woolly hat? Check. Goggles? Check. Big grin wondering what the F he is doing here. Check.
It’s a scroll stopper. It has been picked up by the media because it is a “what the dickens is that fella up to?” moment and on social media by former colleagues, clients and contacts of Nic because you can’t ignore it.
Trust me, it sat in my camera roll for 3 LONNNNGGG days before I released it into the wild.
There’s way more to it than this, with interactive walks with backers and even an incredibly generous loan of a state of the art bike from local heroes Wattbike, to aid Nic’s training (also made into a press story).
But here’s the take home for you if you are seeking to raise awareness of a charity initiative, or any story really….
- Would the headline make you open the email? GREAT.
- Would the picture make you stop scrolling?
Guess what, if it is you shaking hands with someone (unless it’s someone famous) it isn’t going to cut the media mustard.
So think bolder, brighter, BIGGER and better and don’t be afraid to drop the branding BS and just be a human. That’s always the winner.
PS you can find out more and back the banker (boo hiss) below:
Greg