Watched by five million people across 196 countries, the TCS London Marathon 2024 saw over 50,000 runners cross the finish line. That’s a record breaking number, and organisers believe it’s on track to break its own record for fundraising, raising more for charity than any single-day event in history.

It’s a huge opportunity for any charity, and my team and I worked with our client Samaritans to beat 200 other applicants and become the official charity of the 2024 TCS London Marathon. But that was just the start.

My team and I needed to get Samaritans race ready. We worked up a positive and empowering campaign, with the aim of recruiting over 1,500 runners, boosting support from Corporates, major donors and local campaigns. We reached millions of people across the UK with a media campaign.

We came up with a winning case for support, with inspiring creative and powerful messaging: “I’m running today, because I believe in tomorrow.”

Next, we beefed up the campaign, created a campaign style guide complete with powerful audience messaging and an energetic photo shoot. Just what was needed for recruiting runners, galvanising supporters and raising a whole lot of money.

The TCS London Marathon 2024 was a year for breaking records – it’s beating its previous fundraising record of £66.4m, set in 2019. I am proud to have worked with Samaritans to make the most of such an opportunity and spread such a powerful and positive message. The money raised will keep Samaritans listening, and save lives.