ABF The Soldiers Charity.
Turning a fundraising ask into a challenge people wanted to take on.
ABF The Soldiers' Charity, the British Army's national charity since 1944, needed a new way to raise awareness and funds. We designed and delivered Rifle Run, a bespoke 10k challenge event combining trail running with shooting stations, produced end to end from concept and branding through to safety, logistics and licensing on the day.
Solutions
Sectors
Expertise
Background.
Finding a fresh challenge event to match ABF's brand and ambition.
ABF The Soldiers' Charity has supported British soldiers, veterans and their families since 1944.
ABF asked us to create a range of bespoke challenge event options that matched its objectives, brand and existing assets. From those options, Rifle Run was chosen: a 10k run with shooting stations along the route, where every missed target added a penalty loop, pushing the toughest runs out to 15k.
The Solution.
A fully produced event, designed to be tough and delivered through the odds.
Designing a format tough enough to be worth talking about.
We built the Rifle Run concept around the idea that missing a target should cost you, adding penalty loops for every missed shot so the challenge built as the run went on.
A full-service brief, from branding to boots on the ground.
As well as designing the event, we managed production and logistics, event branding, venue and route management, licensing and permits, and health and safety, crisis management, medical cover and staffing, delivering a fully organised event ABF could put its name behind.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
A Year 1 pilot that beat the charity's expectations.
100 participants took part in the first Rifle Run, and the event broke even in its Year 1 pilot, giving ABF The Soldiers' Charity a new, repeatable challenge event to build on.
The impact.
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