Cannes Lions
WUNDERMAN AQUA, Johannesburg / QHUBEKA / 2017
Overview
Entries
Credits
Description
DoYourPart is a mobisite that lets cyclists turn their rides into bicycle parts. From a bell to a bike frame, we assigned a distance and a value to every part. Cyclists can pledge to ride the distance to raise funds for that part.
Non-cyclists can also do their part by gifting parts using the platform, as well as by scanning a QR code on posters and leaflets distributed at major cycling events and cycling stores.
Execution
We wanted to engage with cyclists while they're riding, which is why we chose to create a mobisite instead of a desktop website, supported by social media.
We launched the #DoYourPart mobisite to coincide with the world's second biggest timed cycling race, Johannesburg's 947 Cycle Challenge, with over 30 000 cyclists participating.
Going forward, the mobisite will serve as a single point of access for all donations to Qhubeka across the globe.
Outcome
Soon after DoYourPart launched in November 2016, 200 children in Kylemore, a rural area near Cape Town, received their very own bikes.