RUN THE RIVER 2020
IG Group & Citi
Agency: Charity partner: Teach First
Run the River is Teach First’s annual flagship mass participation event. Now in its eighth year, the event usually brings together 3,000 runners on the banks of the River Thames, raising vital funds to build a fair education for all.
But 2020 was a year like no other. With events of this size off the table, Teach First, Citi and IG Group had to act fast to create an alternative to Run the River; one that was safe, accessible and remained in-line with the event’s key objectives.
From this, the ‘Run your River’ concept was born. This alternative event invited participants to take part virtually by running the same distance, but in their local area – along a river or otherwise.
Thanks to this complete reimagining of the event, Teach First, Citi and IG Group not only raised over £145,000 and covered 9,325 km, but were able to push the boundaries to create a fresh experience and broadcast the Teach First mission to a truly global audience.
The money raised will enable Teach First to recruit, train and support an additional 37 teachers who will go on to inspire over 4,625 pupils from the most deprived communities in the UK.