Wings for Life is a not for profit nationally recognised foundation for spinal cord research. Donations support research projects and clinical studies worldwide.

Wings for Life World Run is a unique global running race where 100% of all entry fees and donations goes directly to spinal cord research to find a cure for spinal cord injury.

Our brief was two-fold, to drive entrants to the race, as more entries means more money to the charity, but also to grow awareness of the work of Wings for Life and the athletes and individuals it has supported.

Part of this task was to increase the connection between the Red Bull influencers promoting the race and the charity itself, as well as developing media understanding of the links between the running event and the work of Wings for Life.

Wings for Life World Run has a dramatically different race format and participants from all other the world race against each other in real time. The moving finish line, the Catcher Car begins its pursuit 30 minutes after the start, passing runners and wheelchair users one after the other until the race is over.

Using our network of passionate running influencers we were able to share the message in an authentic way. We are always trying to drive diversity in our influencers, but this project especially need to be inclusive with differently abled bodied people taking part and those who had been supported by the Wings for Life foundation who could speak from their own experiences.

We used influencers to drive sign-ups and hosted a media day with runner Tom Evans to introduce journalists to the concept of Wings for Life World Run. Expert running advice was provided in the form of a master class using running tread mills at Red Bull HQ. To complete the day of education and inspiration there was a panel talk featuring Colin Jackson, Emma Hinde and spinal cord injured athletes including GB and Paralympic Athlete, Claire Danson.