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Creating a sustainable mass participation event in a saturated marketplace

When & Where

14:15 - 15:00, Monday 3rd July 2017
Frobisher 4-6 - Level 4




Caroline Gormley , Mehreen Syed



In 2015 we hosted the inaugural Guy’s Urban Challenge at Guy’s Hospital in London Bridge to raise money for our new Cancer Centre. It was a very risky first mass participation event that allowed us to create a unique voice amongst a hugely busy and saturated market. It was raising money for a capital appeal and didn’t allow supporters to fundraise for their choice of department – a huge motivation usually. The event itself, as far as we know, was the first sporting event to be organised in a working hospital in the UK. It brought together two large London organisations posing a reputational and safety risk for both.