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Sports Campaign of the Year


Gold
Campaign Title

The Riderless Bike
Client

The Steve Waugh Foundation
Agency

Red Agency / Havas / Finch

The Captain’s Ride is a challenging charity cycling event for the Steve Waugh Foundation, raising funds for the 400,000 children throughout Australia affected by rare diseases—known as the orphans of the health system, often without diagnosis, without treatment, without research and therefore without hope. Australian cricket legend, Steve Waugh led a group of 62 riders on an enormous six-day, 701km on-road cycle event to the peak of Mt Kosciuszko. Unfortunately, the children he supports are unable to participate.

Last year, however, the organisers consulted with recipients of the Steve Waugh Foundation to understand their daily struggles, what mattered to them and their children and what would be the most effective way of helping them engage with Steve and the riders on their journey. In November, as the riders began their epic tour, a 'riderless bike' brought up the rear: a world-first fully autonomous children’s bicycle that would follow the peloton and represent all the children with rare diseases the team were raising money for. The children themselves could experience the ride themselves thanks to a 360-degree camera on the riderless bike that relayed a live stream to the website. The public could also sponsor the riderless bike for part of the route, and the agency triggered Facebook posts from Steve Waugh and his foundation as the peloton rode through each section on the map.

The campaign generated wide reaching media attention and ultimately helped to raise over A$1 million for children with rare diseases.