Strategy

The Multiple Sclerosis (MS) Readathon had been one of the biggest and most successful fundraising events in Australia and was a major source of funding for MS Research. Having reached its capacity with children, our challenge was to find a way to further increase participation and gain additional revenue. The solution was to create a new stream of potential funds through inviting parents to participate through a new sub-brand of the MS Readathon.

Idea

The novel challenge.

Media

Press, transit, online ads.

Result

A revenue increase of $1.3 million.

Feeling

Inspired to take part.