Physical activity has played an important role in brand communications for years, but it is rare for the activity itself to become a direct funding mechanism for social causes. That idea sits at the heart of a new initiative from Postcode Lottery, developed in partnership with Strava and Leo UK.
The campaign, titled Crowns for Causes, enables users to unlock charitable donations by continuing to do what they already do every day – walk, run, cycle or exercise.
Launched at the beginning of June, the activation marks the first time that activities recorded on Strava will directly generate charitable funding, without participants having to raise money themselves or seek sponsorship.
Throughout June, July and August, users will be able to take part in monthly challenges on the platform. The first 30,000 participants who successfully complete a challenge will unlock £50 in donations, while an additional £100,000 bonus fund will be made available through a nomination process for charitable organisations. The campaign’s overall goal is to raise as much as £5 million for good causes.
The funds will support Hospice UK, Mind, Guide Dogs, Royal British Legion and Cancer Research UK, with users able to choose which organisation they would like to support.
A distinctive feature of the campaign is a customised version of Strava’s well-known “crowns” – digital achievements awarded to users for top performances on segments. A mechanism that has long been part of the platform’s culture is now being used for a charitable purpose for the first time.
Rather than focusing on elite athletic performance, the campaign highlights the value of every activity. Walking, recreational running and everyday movement all contribute equally to the collective goal, broadening the initiative’s appeal far beyond traditional fitness challenges.
The project is being promoted by Leo UK and media agency the7stars, with communications spanning social media, radio and influencer partnerships. Well-known health and wellbeing personalities such as Davina McCall and Joe Wicks will also support the campaign.
