OUR WORK
DIABETES UK
MASS PARTICIPATION EVENTS THAT ARE GROWING FAST
THE CHALLENGE
The Mass Participation and Events team at Diabetes UK asked us to develop a walking proposition and series that would grow their live events portfolio and impact.
The goal was to mobilise thousands of people and raise millions of pounds in the process. This walking series would also help the organisation create a world where Diabetes can do no harm.
OUR APPROACH
We ran an audience-led innovation cycle with a cross-organisation, multi-function project team. Read more about this service here.
WHAT WE DID:
We spoke to community champions who love someone with Diabetes or who had Diabetes themselves. We knew from our research that the audience wanted:
The events to be accessible to all – some were new to exercise – so no extreme challenges.
A walk showcasing a city. It’s most iconic art, architecture, sculptures, nature, buildings, canals, rivers, s and culture. And the hidden parts – the roads less travelled.
We tested and pivoted ideas like Hero Hike, Mindfulness Walk, Walk for a Cure and co-created with the audience.
In the quantitative testing, we pivoted into the idea of Wellness Walks, which resonated very well. Wellness was better and more widely understood than ‘Mindfulness’.
Through quantitative and smokescreen testing, Wellness Walks was the clear winner.
WHAT WE ACHIEVED TOGETHER
Wellness Walks has now grown to a series of six walks in 2024 and is growing rapidly.
Starting with the iconic London bridges event and expanding to Birmingham and Glasgow in 2023, the Wellness Walks are now a permanent fixture in the Diabetes UK events calendar.
Newcastle, Cardiff, and Liverpool were added in 2024. In 2023, the Wellness Walks raised about half a million pounds.
Diabetes UK have also tested a shorter distance, which has been particularly great at engaging families and children. A proposition with (many) legs!
COLLABORATIVE IDEAS
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INSPIRED BY HUMANS
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COMPELLING YOUR AUDIENCE
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COLLABORATIVE IDEAS → INSPIRED BY HUMANS → COMPELLING YOUR AUDIENCE →
LET’S CHAT
Find out how we can help your charity
INFO:
hello@flyingcarsinnovation.com
+44(0)207 157 9504
Zeeta House, 200 Upper Richmond Road, Putney, London, United Kingdom, SW15 2SH