AXA Bermuda End-to-End


AXA Bermuda End-to-End Social Media Campaign
  • Client – Bermuda End-to-End
  • Creative Studio – Red Bicycle
  • Creative Direction – Red Bicycle
  • Photography – Moongate Productions
  • Film – Red Bicycle
  • Charities – WindReach, Age, Concern, Friends of Hospice and Raleigh Bermuda

“I’ll bet you can’t walk Bermuda from end to end!”

Over the past 32 years, the Bermuda End-to-End has raised more than $6 million for hundreds of Bermuda’s charitable causes. The funding focus will be on the needs of the Bermuda Family. Proceeds will be used to fund non-sectarian Bermuda charitable projects, programmes, and/or operating expenses that will help to support and strengthen local families.

The Challenge

How do we grow our social media presence?

With very little social media presence and a younger audience to attract the AXA Bermuda-End-to-End committee wanted to launch their first social media campaign. We were presented with the goal of raising participation back up to 3,000+ participants a 50% increase in participation.

Our Approach -People First

“I never expected to get any prizes for the fundraising. I have to say it was my first time participating in the ETE and I was blown away by it, and by the whole community spirit displayed that day!”

People want to be a part of something. What makes Axa’s Bermuda End-to-End special is it’s ability to bring everyone together across different sectors. From end-to-end you have charities, volunteers, sponsors, athletes, and schools supporting Bermuda’s largest fundraising event. Every year we build these connections and move Bermuda forward together. Highlighted in our campaign are the humans that help bridge the gaps in our community and put on this amazing event. You will see them, hear from them and join them as we go from End to End highlighting Bermuda ETE’s 2019 charities.

Walk. Ride. Swim.


“Wow – this is so fantastic!! Sharing everywhere now!!”

“We believe that resilient families are the foundation of a strong, healthy community.”

It takes a village and together we accomplished something incredible!

This year, four charities each received an unexpected bonus after the event raised an additional $60,000 towards their initiatives.

It meant that WindReach, Age Concern, Friends of Hospice and Raleigh Bermuda each received a check for $45,000 – $15,000 more than originally anticipated.


Increase in Participation


Increase in Projected Funds Raised


Increase in Post Reach

Thank You

To every board member, sponsor, brand partner, participant, and person that made this possible!