Youngcare Budgie Bolt
The “Budgie Bolt” 5KM is a family-friendly fun run in Brisbane, encouraging bolters to run, walk, or wheel in their budgie smugglers and funny red costumes for a good cause. The event is run by Youngcare, a Brisbane-based disability charity. You might be thinking… why on earth would anyone want to run in public in their budgie smugglers? Simply put: to raise vital awareness and funds for young people with physical disabilities living in aged care. Because no matter how uncomfortable you’ll feel running a race in budgie smugglers, it pails in comparison to the discomfort a young person in aged care faces every day.
The event itself had a hiatus for 5 years and was lacking a defined brand identity. The strong event concept was being hindered by mediocre brand identity. From this, a challenge was born to refresh the Budgie Bolt brand to support and revitalise the event.
The Budgie Bolt rebrand featured energetic typography paired with a bold ‘bolt’ icon. The new branding debuted in a widespread, integrated marketing campaign. I had the pleasure of singlehandedly undertaking the strategy and implementation for all traditional and digital marketing channels. These channels included:
A peer-to-peer fundraising website (on Funraisin)
A wide suite of digital billboards throughout Brisbane
Traditional outdoor advertising, including bus backs and bus shelters
A paid social media campaign, with ads running across Facebook, Instagram, and Google (YouTube & display ads)
Organic social media assets
Extensive email marketing campaigns (using Mailchimp)
