Fire It Up for February

At the beginning of 2021 I was approached by a Cardiff Fire player with the idea of organising a running event for players and staff to boost team morale and raise money for charity.

This is where I came up with the ‘Fire It Up for February’ running challenge in aid of better mental health. The mental health charity Mind was the perfect choice for our fundraising, to support the vital work they do to help people in crisis, especially during the pandemic. With the uncertainty of hockey returning this season and the effects of lockdown impacting on our mental health, I decided to open up the challenge to everyone, welcoming supporters to take part.

The challenge was launched with a website article and social media posts in the days leading up to the event, encouraging our followers to take part and support our fundraiser. Throughout the challenge regular updates were shared across the social media platforms. The running progress was tracked in a fun and engaging way as a virtual tour of the league’s ice rinks, tagging in our rival teams on social media, and participants sent us selfies so we could show off their achievements.

On the eve of the event I shared a post across all social media platforms showing a photo of one of the players getting ready for the challenge. The post was one of the most successful of the campaign thanks to it being shared on Facebook, reaching 2,398 people and generating 782 engagements, with an engagement rate of 14%.

The challenge was a massive success with many of the teams' supporters, friends and family (myself included) getting out in the fresh air and getting active during lockdown, completing an impressive 1,107km. The fundraiser was overwhelmingly supported with the final total raised for Mind coming in at £1,065.

During the 33 day period, there were 73 thousand impressions generated on Twitter and 13 thousand people reached on Facebook, up 34% on the previous period, and over 1 thousand hits on the website.

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