We created an activation where Chaeli would ride a horse for five consecutive days. An extreme feat even for experienced riders. But instead of asking people to support her, we asked them to do what they’d always done and bet against her.
We created a campaign consisting of film, social and print where Chaeli challenged people to bet against her and launched a press and social media campaign doing the same.
The provocative nature of the messaging got people talking and sparked conversation around disabilities and how people are treated because of their disabilities.
During the ride we kept followers in the loop with live updates from the field. When people saw Chaeli was serious about completing this challenge, donations started flooding in.