Resolution Run Campaign Design and Copywriting
In 2019 we were approached by our long term partners Massive to help reposition the Resolution Run, one of the Stroke Association’s key fundraising events. Research found that 20% of participants were bringing in 80% of the funds – those motivated by the running event and distances were not engaged enough with the cause to raise money.
Research also showed that life after stroke is not well understood by the public in general. People who have experienced a stroke and their families often feel isolated in this time period, especially as they feel like people don’t understand what they are going through. The Resolution Run is the perfect opportunity for survivors to feel recognised and validated, and for loved ones to show that they understand.
We developed a visual route that focused on the idea of strength in numbers – lots of people gathering for one common goal, but with a very personal call to arms – it is not a mass call to anyone and everyone, but a singular appeal to an individual who is close to, and has an understanding of, the cause.
The visual language includes a diagonal brush stroke that sits across each piece of collateral at the same angle. It is designed to be active, interruptive and slightly anarchic – harnessing the energy of the collective ‘resolution’. The diagonal brush stroke becomes the device that bridges the two types of image – stroke rehabilitation and running.
The concept was rolled out across a broad spectrum of items including online advertising, stewardship email headers, posters and flyers, a booklet and a series of videos.