The brief
The Cerebral Palsy Alliance runs a yearly initiative known as "Steptember" where participants raise money from sponsors by walking 10,000 steps a day for the month of September.
CPA had previously seen great success in the program, but were determined to increase participation rates by ramping up the marketing across all channels. We produced this TV ad as well as multiple radio ads, a new web platform, and managed a significant OOH advertising campaign across billboards, fuel pumps and street flags.
The delivery
We scripted the video with a heavy focus on explaining the challenge rather than focusing on the issue of cerebral palsy. We understood that the audience for the campaign already understood the issue but may not grasp the challenge.
The concept, shoot and edit was completed and delivered in two months, and ran on multiple channels for six weeks.
The campaign saw an increase in the participation rate compared to the previous year, and raised over $4,000,000.