Dr. Tom Pey, Chief ExecutiveRLSB

The campaign I wish I had thought of

• 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

• 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

• 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

• 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 herorather than a celebrity

THANK

YOU

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