Stepping up a gear for eye cancer charity cycle

The ‘Ride4Sight’ charity cycle saw volunteers cover 170-plus miles over two days, in aid of the Childhood Eye Cancer Trust

With a regional PR brief for Vision Express’ charity cycle event, The Tonic developed a strategy focusing on:

  • pre-event training
  • partner support announcements
  • fundraising milestones and efforts
  • family liaison, hosting cancer survivors along the route to engage media
  • managing photocalls at key intervals

Media opportunities were set up in advance of the ride itself, with profiles placed teasing the challenge. This focused upon high profile ambassadors and participants – Olympians Bryan Steel and Darren Harris – who rode a tandem for the journey.

The Tonic managed media around the charity cycle finale as the cyclists complete their feat, which featured a surprise 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 around 1 milion consumers, with the cyclists in branded cycling kit featured in all print articles. Crucially, the challenge raised around £30,000 for the Childhood Eye Cancer Trust, helping them to support families affected by the rare and aggressive condition.

The Ride4Sight was repeated for three years, with The Tonic enlisted to provide PR support for every event.

Planning a charity event? The Tonic has supported a number of not for profits, including Astriid on its charity cycle fundraiser. To find out more about our experience in this space, please contact us.

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