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William Hill tasked Wacky Nation with creating a charity fundraising sports event that was something quite different than already existed with a ‘WOW’ factor that would raise their brand profile and provide PR opportunities.

They were also seeking for the event to offer a team building experience for their London stores that would bring their staff together and help form real bonds through a great sense of achievement.


In summer 2011, the William Hill London Backward nuR took place in Crystal Palace park. The humorous race was open to competitors throughout the UK and offered challenges for all fitness levels, with 1km & 3km races and a 1km backward charity fun run and walk. Competitors were encouraged to raise money for their own favourite charity.

We also collaborated with ITV to create 3 segments to feature on Daybreak TV and sent along the World Backward Running Champion to give an interview the following morning.


The experience exceeded the PR goals of William Hill, with media interest from all over the world featuring the event including BBC 5 Live Breakfast Show, Metro, Transworld Sport, Sydney Morning Herald, TWI (German TV), Today (USA), BBC Radio Scotland and Newstalk ZB (New Zealand).

Fifty William Hill staff signed on to take part with feedback very positive. In both our survey after the event and from our videoed questionnaire on the day, participants cited ‘great camaraderie,’ ‘good fun,’ and ‘well organised,’ as reasons for enjoying the event.

London charities also raised over £5000 which was astounding for a first year event. There was also 100% recall of William Hill as the title sponsor 2 weeks after the event by external participants.


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