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New Blood Entry — Stacey Bird, Sarah Hardcastle, Andy King

Award: In Book

Advertising - Open Advertising 2 / 2011

Laziness is a tough problem to solve when it comes to engaging with people in order to get them to donate or raise money for charities.
'The Lazy Man Marathon' is a digital campaign for Oxfam centred on a pedometer-style iPhone app that allows a challenger to 'take part' in charity hikes/runs/walks just by walking around and carrying on with their day-to-day routine.

The app is supported by a micro site, which allows you to compare your results with your friends via a leader board. It also features an interactive map that tracks your 'virtual' progress.
Parody tweets are posted to twitter on your behalf every time a milestone is reached and friends are encouraged to send words of support/sponsor your journey by making a donation to Oxfam.

When the mission is finally completed a pre-generated parody video is shared on Facebook featuring the challengers face superimposed on to the bodies of actual mountain climbers/marathon runners. Congratulations are presented to them, along with how long the challenge took to complete and how much they managed to raise for Oxfam.

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