BEcause creates giant artwork for Save The Children activation at Color Run Events

Charity stages giant Paint-by-Numbers activation

07 JULY 2014, UK
Summary
Save The Children has recruited brand experience agency BEcause to highlight its involvement with six Color Run events throughout the summer. The centrepiece of the activation is a giant paint-by-numbers concept, encouraging runners at the event to ‘make their mark' and show their support for the charity.

Save The Children has recruited brand experience agency BEcause to highlight its involvement with six Color Run events throughout the summer. Save The Children is the 2014 charity partner of The Color Run, a family friendly five kilometre fun-run promoting health and happiness, where participants are doused with different coloured powders every kilometre.

Tasked to encourage brand awareness and inspire regular donations, the team at BEcause has created an eye-catching interactive experience that echoes the brand values of both the charity and the host event.

The centrepiece of the activation is a giant paint-by-numbers concept based around an image of a child’s face.  Runners at the post-race ‘Finish Festival’ will be invited to work together to 'make their mark' on the canvas and show their support for Save The Children, helping create a vibrant giant artwork as the colours are filled in.

Whilst runners are working on the canvas, Brand Ambassadors will explain the work of Save The Children, offering members of the public the opportunity to become regular donors, while also inviting them to contribute on the spot. People will be able to make an instant pledge of £3 by texting the word “Colour” and the number 70090.

Sharon Richey, CEO at BEcause said “Save The Children saves and transforms the lives of young people across the world. The Color Run events are a unique celebration of health and happiness. We’re thrilled to be creating fun and raising awareness of both these fantastic causes”.

The first Color Run events were held in London on June 1st and Manchester on 5th July. The remaining events will be staged at Sunderland on July 20th, Birmingham on 16th August, Belfast on 23rd August and Brighton on 20th September. http://www.thecolorrun.co.uk/

ENDS

About Save The Children - Save the Children is the world's leading independent organisation for children. The charity works in 120 countries to save children's lives, fight for their rights and help them fulfil their potential. www.savethechildren.org.uk

About the Color Run - Also known as the Happiest 5k on the Planet, the Color Run is a non-competitive race that celebrates healthiness, happiness, individuality, and giving back to the community.In keeping with its name, contestants at Color Run events are doused in a different coloured powder at each kilometre.

About BEcause – Because is an integrated brand experience agency, with offices in the UK, Australia and Russia. Its experiential marketing work ranges from sampling drives and roadshows to fully immersive events – all amplified via relevant media channels. Clients include FMCG brands, blue-chip corporates and Government departments. http://www.becausexm.com/

Quotes
"“Save The Children saves and transforms the lives of young people across the world. The Color Run events are a unique celebration of health and happiness. We’re thrilled to be creating fun and raising awareness of both these fantastic causes”." Sharon Richey, CEO at BEcause
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About Because

Because | Creative experiences agency

Because is a creative experiences agency, with studios around the world.

We help brands realise their marketing ambitions through meaningful, memorable and magical live, digital and virtual experiences.

Our strategic approach to brand storytelling is imaginative, immersive and emotive.

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