Strava
Run for them
In running, having a powerful motivator can make all the difference.
Insight: Charity races are a great way to build a running habit, but entry fees are often high, and there tends to be a buffer between race participants and the real people who benefit from their support.
Context: As one of the world’s leading social fitness apps, Strava helps people track (and achieve) their fitness goals while fostering meaningful connections with others.
Idea: “Run for them”, a Strava update that enables users to connect with (and fundraise for) charitable causes by successfully completing running challenges.
A new challenge
For years, Strava has provided optional “challenges” to its users. Ones that, upon completion, result in digital badges.
Now, Strava has partnered with several charitable organizations to create a series of challenges that go beyond symbolic achievement, and allow users to fundraise for those in need.
To ensure all of its available budget is going towards donations, Strava is forgoing the use of paid media to advertise the update. Instead, we’ve struck agreements with each charitable organization to use their owned media, placing banner ads and pop ups on their websites.
Economical Advertising
Banner Ads
Pop-Ups
Hear their Stories, Invest in the Cause
With Strava, running for a cause now means understanding exactly where your support is going.
For each monthly challenge, Strava has worked with each organization to collect and tell the stories of people who are impacted by your efforts the most.
But that’s not all.
Run for Them
Every activity tracked in Strava, upon posting, is displayed with a variety of data points: Where you ran, what your pace was, and the kind of equipment you used.
Once Strava users have signed up for a given challenge, they’re now able to specify exactly who they’re running for when activities get uploaded to their profile. The benefit? All of your followers can see the good you’re doing, and join in too.
The more you Run, the more you Raise
To keep things interesting, Strava will vary completion criteria (and donation sums) challenge by challenge. To ensure there’s always an incentive to run, Strava is also donating a nominal sum per-kilometre-run after users have completed a challenge and still have time left.
Healthy Competition
To spur some healthy rivalries between users, Strava is editing its UI to now include an optional data point on profiles to detail the amount they’ve fundraised.
If preferred, users can also expect their fundraising stats to show up in Strava’s annual “Year In Sport” recap video, which summarizes each user’s advanced activity metrics from the previous 12 Months.
Run, even if you can’t
Until now, Strava has only offered one accessibility option for disabled users to categorize their activity: “Wheelchair”
To be more inclusive and recognize the people who might want to fundraise but can’t actually run, Strava has included a host of new activity categories — each of which are eligible to contribute to monthly challenges.