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Sport Relief

New Brand Proposition


Younger audiences associated Sport Relief with the BBC, which meant their parents and their grandparents. To them, Sport Relief had become forgettable ‘light entertainment’.


Reinvent Sport Relief as a digital first, contemporary brand that shortened the distance between donating and the good causes it supports locally and further afield. 


Drop the telethon, Smithy and Auntie Beeb… a newer, sharper proposition that places Sport Relief at the intersection of sports culture and charitable giving for Millennial and Gen Z audiences. Sport Relief is now an insight-fuelled, contemporary digital brand.