Tom Pey, chief executive, RLSB Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk

1. Dr. Tom Pey,
Chief Executive
RLSB
The campaign I
wish I had thought
of

2. • The challenge saw her run,
swim and cycle over 500
miles from Edinburgh to
London.
• Started in Edinburgh on
Saturday 8th February and
finished in London on
Friday 14th February 2014.
• All profits raised from the
challenge were donated to
Sport Relief.
Davina McCall:
Beyond Breaking Point

3. • 24,000 swimmers and 100,000
runners took part around the
country, raising a total of £6.5
million from Sainsbury sponsored
challenges alone.
• Davina herself raised over £2 million
from completing the challenge.
• Helped define Sport Relief as THE
charity if someone wants to do
sports related challenges.
• Opens up marketing growth in the
Fundraising challenge income
market that has increased in
strength and importance over the
last ten years.
How Sports Relief benefitted

4. • Moved her from a household
name into a household hero
• Changed peoples’ attitude from
apathy to affinity because she
allowed them to expose her
vulnerability
• QUESTION: Is there a point
at which the Davina effect
will spill over into other
charities?
How Davina McCall's brand
benefitted

5. • The challenge changed her
public profile and upped her
worth for future use for
Sport Relief.
• Davina is now seen as a
figure of inspiration and the
face of extreme challenges.
Redefining Davina as a hero
rather than a celebrity

6. THANK
YOU

7. Visit the CharityComms website to view
slides from our past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk
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