BEcause creates giant artwork for Save The Children activation


Save The Children has recruited BEcause to highlight its involvement with six Color Run events throughout the summer.


Save The Children is the 2014 charity partner of The Color Run, a family friendly five kilometre fun-run promoting health and happiness, where participants are doused with different coloured powders every kilometre.

Tasked to encourage brand awareness and inspire regular donations, the team at BEcause has created an eye-catching interactive experience that echoes the brand values of both the charity and the host event.

The centrepiece of the activation is a giant paint-by-numbers concept based around an image of a child’s face.  Runners at the post-race ‘Finish Festival’ will be invited to work together to ‘make their mark’ on the canvas and show their support for Save The Children, helping create a vibrant giant artwork as the colours are filled in.


Whilst runners are working on the canvas, Brand Ambassadors will explain the work of Save The Children, offering members of the public the opportunity to become regular donors, while also inviting them to contribute on the spot. People will be able to make an instant pledge of £3 by texting the word “Colour” and the number 70090.

Sharon Richey, CEO at BEcause said “Save The Children saves and transforms the lives of young people across the world. The Color Run events are a unique celebration of health and happiness. We’re thrilled to be creating fun and raising awareness of both these fantastic causes”.

The first Color Run events were held in London on June 1st and Manchester on 5th July. The remaining events will be staged at Sunderland on July 20th, Birmingham on 16th August, Belfast on 23rd August and Brighton on 20th September.

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With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.