Postcode Lottery has jumped into bed with fitness app Strava for a new campaign designed to turn everyday movement into charitable donations, the first time participants have not needed to fundraise themselves.
Created by Postcode Lottery, Strava and Leo UK, the “Crowns for Causes” campaign is designed to celebrate movement and the positive impact exercise can have for individuals, communities and good causes alike.
Instead of asking participants to raise money themselves, completing activity-based challenges on Strava directly unlocks charitable funding from Postcode Lottery.
“Crowns for Causes” invites users to complete different monthly Strava challenges across June, July and August. The first 30,000 participants unlock £50 for charity with each completed challenge.
Thereafter, people get to nominate a charity for a £100,000 bonus with the collective goal of unlocking £5m for good causes. One of five partners can be selected to receive each donation: Hospice UK, Mind, Guide Dogs, Royal British Legion and Cancer Research UK.
At the centre of the campaign is the creation of bespoke Postcode Lottery “Crowns” on Strava, the platform’s achievement mechanic awarded for topping segment leaderboards.
The campaign is designed to celebrate exercise participation and the good movement can do for both personal wellbeing and wider communities, while driving greater awareness of the charities supported by the campaign. Any movement can count towards the challenges, with the initiative designed to appeal to everyone, regardless of their fitness levels or abilities.
A national campaign supporting “Crowns for Causes” is rolling out this week, with creative led by Leo UK, and media planning and buying handled by the7stars in partnership with the Postcode Lottery’s in-house media investment team.
Built around social, radio and influencer activity, the campaign targets audiences with an interest in running, fitness and wellbeing. Mental health advocates and creators including Davina McCall and Joe Wicks will support the push.
Postcode Lottery head of marketing Anna Russell said: “Crowns for Causes is about celebrating movement and the positive impact it can have. We know millions of people already get active in ways that work for them, whether that’s walking, running or exercising as part of everyday life.
“Together with Strava, we’re creating a simple way for that movement to support good causes too. It’s a powerful opportunity to bring greater visibility to these incredible charities, while creating a campaign that feels genuinely native to how people already engage with fitness, wellbeing and community.”
Leo UK creative director Hayley Power added: “Running and charities often go hand in hand, but what makes this campaign unique is that it enables Strava users to unlock millions of pounds in charity funding simply by doing what they already do, in their postcodes and beyond.
“The campaign not only shines a light on the incredible level of charity funding Postcode Lottery players unlock every year, but also gives Strava users the power to choose where the money goes.”
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