Making a difference for Duchenne UK. One gingerbread biscuit at a time
’Twas the season to be jolly, but also to make a difference in an unconventional way.
So, let’s set the scene: it’s 7.30 a.m. on a foggy morning at Lloyd’s of London, and a few people are already there, ready to spread some holiday spirit before the morning rush and your first cup of coffee.
The story behind the gingerbread biscuit
This holiday season, we wanted to step outside the box and create an activation that would be truly memorable for the people we encountered. We joined forces with Send and Duchenne UK to raise funds for Duchenne’s mission: to end Duchenne by accelerating research and bringing treatments to patients, while helping to change the landscape of drug development.
However, simply inviting people to donate money would not have helped us achieve our goal. We needed to break away from traditional fundraising methods. To engage as many people as possible, we created a holiday-themed game that people could play on their phones to help Santa deliver gifts in time. If they reached a high enough score, we donated £5 to Duchenne UK - the leading Duchenne muscular dystrophy charity in the UK.
The ticket to play the game? A gingerbread biscuit was handed out during our offline activation at Lloyd’s of London. This meant the biscuit had two roles: first, it gave people access to the game and the chance to donate to a good cause. The second was that it offered a delicious treat to enjoy with their morning tea or coffee. How fun is that?
With the help of everyone who played the game and took part, we raised £1000, which will be donated to Duchenne UK to support their mission to end Duchenne.
We are incredibly excited to have been part of such a wonderful activation, one that sparked so many joyful moments for people passing by. What a great way to end the year. Thank you all for being a big part of it. We wish you a warm and happy holiday season.
