Client
AXA Bermuda End-to-End
Year

2019

Project
AXA Bermuda End-to-End Social Media Campaign
Team
  • 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

What started as a get fit challenge between a group of friends “I’ll bet you can’t walk Bermuda from end to end!” grew into 32 years of ‘fun’ raising with the 33rd AXA Bermuda-End-to-End taking place in 2020.

Over the past 32 years, the Bermuda End-to-End has raised more than $6 million for hundreds of Bermuda’s charitable causes.

The Bermuda End-to-End has always been an event requiring a full team effort from end-to-end. We wanted to showcase the people that make up this vibrant event. To achieve this the AXA Bermuda End-to-End committee scheduled interview shoots with representatives from each of the charities being awarded in 2019. We scheduled Facebook/Instagram live interviews and takeovers with new teams like the Special Olympics, and teams that had been together for more than a decade. We partnered with local sponsors for cross branding opportunities across social media platforms. This brought in international visitors to the island that were participating in their first End-to-End.

Results

“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 extra $60,000.

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.

50

Increase in Participation

200

Increase in Projected Funds Raised

188%

Increase in Post Reach
https://www.youtube.com/watch?v=4BfKFCOCJe8

Thank You

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