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The ‘Ride4Sight’ was a charity initiative co-ordinated by optician Vision Express, with volunteers cycling 170-plus miles over two days, in aid of the Childhood Eye Cancer Trust. With a regional PR brief, The Tonic developed a strategy focusing on the pre-event training and fundraising, inviting the families of cancer survivors along the route to engage media and hosting photocalls up and down the country. The Tonic managed media around the finale as the cyclists complete their feat, which featured a marriage proposal.

The activity generated more than 45 pieces of coverage, including syndication of the initiative by the Press Association to regional media across the UK. It reached over 850,000 consumers, with the cyclists in branded cycling kit featured in all print articles. Crucially, the challenge raised in excess of £27,000 for the Childhood Eye Cancer Trust, helping them to support families affected by the rare and aggressive condition.

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Communications