IMPACT THROUGH EVENTS

Joint Winner

Harry Perkins Institute of Medical Research

MACA Cancer 200

10th Birthday Team

Tom Lang

Steve Currie

Toby Hodgson

Taylah Jones

Marilyn Mooney

Bella Di Chiera

The Perkins’ annual MACA Cancer 200 event had for many years been managed by an external agency, but the team took the 2018 campaign in house with a desire to completely overhaul and advance supporter experience. The result exceeded expectations and was a huge success in 2018 and 2019. Turning their attention to the ride’s 10th birthday in 2021 they needed make another bold move and pivot as a result of COVID. They knew that many ride as part of corporate teams but rivalry is left at the starting line – replaced by comradery and care. A common phrase heard after the event is “we might start the ride as strangers, but we end it as family.”

This philosophy drove the engagement campaign which included:

• Having a recognisable Ride Guide

• Developing engaging participant journeys

• Utilise technology to enhance the participant experience

• Developing a club within the ride to support and encourage top tier fundraisers

• Using gamification and money can’t buy experiences to increase fundraising

• Ride jerseys customise to number of years ridden and tiers.

10-year riders were championed for their incredible tenacity and fundraising over the last decade so featured heavily in the campaign. The result was $7.1M raised, making the MACA Cancer 200 the biggest fundraising ride in Australia!