CARE International is a global humanitarian organisation that runs a series of fundraising mountain-based challenges throughout the year. Although each challenge is a serious expedition there was a general perception that CARE events were aimed at ‘weekend ramblers’. We were brought in to devise a campaign to help CARE reach the right audience and reflect the true nature of these demanding events – without putting people off!

Over the past three years, the results have helped to continually increase the number of participants and subsequently the amount of funds raised.