The Opportunity
Blood Cancer UK approached us to deliver the inaugural Walk of Light event, a brand‑new mass participation evening challenge designed to grow into a series of charity fundraising events. The brief: deliver an immersive, inclusive and high‑impact experience that would raise funds, engage supporters and reflect the charity’s commitment to the blood cancer community.
The Work
Working in close partnership with Blood Cancer UK we selected Cannon Hill Park, Birmingham, as the pilot site.
We designed accessible route options accommodating participants of all abilities; engaged a specialist lighting provider to deliver themed illumination; and enhanced the experience with bespoke lanterns, a branded “B‑Heart” structure, LED tealights and hub lighting.
A local choir performed at the finish line, and sustainably sourced medals were handed out. With the event taking place during Ramadan we also created a dedicated prayer area and offered dates for iftar.
This event has now run for two consecutive years, with growing participation and fundraising each time.
The Highlights
-
400 participants in the pilot year, fundraising targets exceeded
-
High‑profile launch with Simon Thomas, President of Blood Cancer UK, welcoming participants
-
Inclusive route design, culturally‑responsive support and fully themed lighting environment
-
Strong collaboration between client, venue, suppliers and our delivery team
-
Effective use of scalable infrastructure, enabling growth in the second year