Junior, Brisbane and News Queensland create ‘Hero Time’ concept to spark fundraising for The Sunday Mail Suncorp Bank Bridge fun run

Junior, Brisbane and News Queensland have created a concept for Brisbane’s most iconic fun run, The Sunday Mail Suncorp Bank Bridge to Brisbane called ‘Hero Time’. 

The unique concept involves linking competitors’ race times to the amount of money they raise for charity. For every dollar a competitor raises for charity, they will receive one second off their race time. This is their Hero Time. It is believed to be the first time in the world a charity fun run has linked fundraising with race time.

Says Damien Rossi, marketing director of News Queensland: “Every year we have around 40,000 people doing the Bridge to Brisbane, but our charitable raise is relatively modest. We needed an idea that brought fundraising back to the forefront and reconnected the event with The Sunday Mail brand.”

Competitors will still receive a normal finishing time, but their Hero Time will also be published in the paper and that’s what will count towards their ranking and winning prizes.

Says Jonathan Drapes, creative director of Junior: “Just asking people to raise more money isn’t a solution, especially with so much charity fatigue around. We needed to weave it into the fabric of the race and give people a more engaging way to chase donations. Instead of asking for dollars, people can ask for seconds.”

The concept, which launched recently with Bridge to Brisbane No. 001 bib holder Miranda Kerr, is already making a big impact with fundraising in the first two week up 451% on 2011 levels.

The Bridge to Brisbane takes place on Sunday, September 2nd. Hero Time is being supported with TV, press, radio, online, training and fundraising programs, and a host of activation ideas.