Cannes Lions

#DoYourPart

WUNDERMAN AQUA, Johannesburg / QHUBEKA / 2017

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Overview

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OVERVIEW

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.