Cure Leukaemia

Supporting Women's Cycling and Saving Lives

Brief

Cure Leukaemia appointed SHIFT Active Media to help establish The Route (participation challenge following the full route of the TdFFaZ) as a globally recognised, cause-driven cycling event. The immediate goal was to secure 10+ women riders for the July 2025 edition, while laying the foundations for long-term growth: boosting participation, expanding brand awareness, and transforming riders into lifelong advocates for the cause.

Insight

Recognising that The Route's power lay not only in the physcial challenge but in its ability to emotionally connect with participants and audiences with the fight against leukaemia, we highlighted personal rider stories and leveraged Cure Leukaemia's purpose-driven mission. This allowed us to reach beyond traditional cycling audiences and build a movement of riders, brands, and advocates united by a higher cause. At the same time, the cycling industry had little awareness of the event's existence, so it was essential to bring them on board as advocates and sponsors to underpin long-term growth and build credibility.

Solution

We designed a targeted strategy with three levers: Network Activation, Participation, and Advocacy. We tapped into our extensive cycling industry network to raise B2B awareness and initiate sponsor conversations, while campaigns recruited women riders. Finally, we engaged participants to share authentic stories that built organic awareness beyond cycling.

Experience

We delivered a phased PR programme, beginning with activating our network to raise awarness across the cycling industry and ignite sponsor conversations. This was supported by key announcements, targeted media engagement, and mobilising Cure Leukaemia's network of nurses, doctors, and ambassadors. Coverage spanned specialist and mainstream outlets, with stories rooted in the riders' personal motivations. We prioritised storytelling both before and after the event, sustaining momentum and converting it directly into sign-ups for 2026.

Results

The event was a great success, securing 4 new supporting brands and attracting over 50+ registering interest for 2026, with 12 riders signing up in the first week post-event.

Estimated views - 71.3k
Industry outreach - 10.2k
Media engagements - 254
18 pieces of coverage - 140k OTS
Number of riders - 16
Amount raised - £150k

"I’ve worked with a huge amount of PR agencies over the years and honestly, SHIFT have one of the most organised, kind, calm and sorted PR teams ever. There was zero faff or problems and they made everything seem run smoothly."

Lucy Gornall

Journalist for Women's Fitness