Interviews, insight & analysis on digital media & marketing

Media industry unites on charity cycle ride for NABS

By Anton Hanley, CEO, The Lead Agency

On Friday 7 June, 100 people representing some of the media industry’s biggest companies will be cycling from London to Brighton to raise money for the industry charity NABS.

The idea for the event was borne out of a 2018 client cycle event from London to Paris. We discussed the value of creating something on a bigger scale — an industry-wide cycle to raise a lot of money for a worthy organisation.

We wanted a charity that would mean something to each and every rider, but more importantly one that focused on an important mission. NABS made perfect sense.

According to the latest data, one in six people in the UK experience mental health problems in the workplace, while 12.7% of all sick-days are attributable to mental health conditions.

NABS’ mission to improve the wellbeing of everyone in the advertising and media industry — the industry we and many of our clients and friends work in — was something that struck a chord right away. This was an opportunity for media professionals to raise money that will have a direct and positive impact on the people they work with and indeed sit next to everyday.

As we investigated further, we realised just how much NABS does to support our industry — from its wide range of events tackling key issues relating to the support it provides to people managing careers with parenthood to its free advice and support lines to its grants and awards.

A quick read of its  Success Stories  online shows the impact it has on people who are doing their best to succeed within this exciting yet challenging industry.

Fast forward to 2019 and our plan began to form with the birth of our Sea Change for Mental Health brand, the decision to cycle the beautiful London to Brighton route and our pledge to raise £25,000 for the organisation.

We’ve since enlisted the experienced team at European Cycling Tours to plan the ride and ensure a fun, energetic and safe passage into Brighton, where we will host an industry after-party for riders to mingle with each other and celebrate the achievement.

To make sure the fundraising target is achievable, we have decided to cover all expenses for the ride and party along with jerseys and medals for every rider. That means that every penny generated from the entry fees paid by media companies and/or individuals who are taking part can go to NABS, helping its brilliant team to make a real difference.

We’ve been overwhelmed by the enthusiasm from people working in the industry so far. Already signed up are Mail Metro Media, PHD, the IPA, Haymarket, Nabs, Omnicom Media Group, MullenLowe and Clear Channel with many more discussing who from their teams will take part.

It’s an event that’s open to people of all levels of cycling experience and it promises to be a great experience for everyone there on the day.

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