I was pleased to join London's Father's Day walk/run committee 3 years ago. All money raised goes to support prostate cancer research, and this year we decided to break away from our national ties and keep every dollar local. With this decision came the need for something scary...a total rebrand.
This project was challenging, as we were taking a well established fundraiser that has been going on for over 10 years, and giving it a new face. Our main focus was past participants. We kept branding as similar as possible to previous years, so our event could be easily recognised. However, we did not keep our strategy the same. With everything now solely under our committee's control, we were able to create web and social media content that we knew would work for our audience, as well as plan advertising and print material according to the target group.