Campaign details

Brand: Macmillan Cancer Support
Lead agency: Medialab

Campaign Overview

Macmillan needed to outpace the steady growth of its previous Mighty Hikes events to meet tough goals.

In 2019, the cancer charity wanted to significantly grow income and lead the walking event market, despite a crowded fundraising event sector.


Previously, Mighty Hikes focused on targeting the most valuable event participants and lookalikes. But scaling beyond digital channels was an uphill struggle.

Behavioural insight informed a different way of thinking about targeting, and engaging with, potential event participants. People tend to take part in events as a team. A fifth of participants were "inspirer" team captains responsible for motivating other participants.

By analysing the profile and behaviour of these people and the "inspired" separately, a new media and creative strategy was born.