While most charities leaned on how their donors can help worthy causes, Tour de Kids wanted to show cyclists that participating in their cycling challenge benefitted them as much as the Starlight Children’s Foundation.
Last year, amidst challenging conditions due to Covid, Tour De Kids saw a decline in donations. To bring donors back on board, they needed to raise awareness and participation especially amongst the more serious riders who can raise more money.
Cyclists can attest to feeling amazing physically and emotionally plus it's a fun way to challenge yourself while saving the environment, making this the charity that truly gives back.
To encourage signups we highlighted that cycling allowed our riders to feel good, have fun, improve your fitness, boost your mental health, explore new places, hit your personal best plus help sick kids!
We captured pro athlete ambassadors Craig and Emma and community member Anthony in a moment that all riders can resonate with – mastering that dreaded hill. Celebrating that ultimate fist pumping moment showing their raised fists and giant smiles. Then overlaid kinetic typography that spoke to the benefits of cycling while reinforcing Tour de Kids as the ride that gives back.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.