Media campaign helps charity smash its fundraising target

Telling the story of Kelda Wood's phenomenal challenge and achievement helped her to raise the funds she needed, and awareness of the work of her charity Climbing Out. 

C limbing Out runs five-day outdoor activity programmes aimed at rebuilding confidence, self-esteem and motivation in people who have been through mental or physical trauma.

The programmes combine outdoor activities with mind management and personal development coaching, enabling participants to accept what’s happened in the past and start to find a new way forward.

The campaign

Climbing Out founder, Kelda Wood, set out to become the first para-rower ever to solo row the Atlantic during her ‘Row to Raise’ quest. She took on the 3,000-mile challenge to inspire and motivate young people facing mental and physical trauma – and in return received letters of support from more than 75 young people, who shared their own stories with her as she travelled solo at sea for 76 days and 15 hrs.

Our main objective for the campaign was to support Kelda in her fundraising activities, by raising her profile. Kelda had a goal of £130K to cover race entry fees and her fundraising target.

We supported Kelda by pitching interviews to key national and lifestyle publications, arranging one to one interviews, and telling the stories of young people who have benefited from the work done by Climbing Out.

As well as reaching more young people and families who could benefit from the charity’s support, this was also a way for Kelda to get on the radar of potential sponsors and donors.

Kelda said:

Working with Fourth Day has been both a pleasure and a success from the start. I first began working with them in the lead up to my solo Atlantic row and they took time to understand me and the objectives of the challenge.

They’ve always given an extremely personal service and made me feel like they understood and supported both Climbing Out as a charity and my own personal aims and objectives. I couldn’t recommend the team highly enough.

“I’ve always felt like there’s been a real partnership between Climbing Out and Fourth Day. This has led to both successful coverage and a great experience, while never losing sight of what we’ve been aiming to achieve."
Kelda Wood Founder, Climbing Out

At a glance:

  • £130k+ funds raised Row to Raise campaign target smashed
  • 30+ pieces of coverage Across national, lifestyle and broadcast media
  • On-going interest Despite programmes being halted due to Covid-19

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Results

We managed to share Kelda’s story across the UK’s premier news channels, drawing attention to her accomplishments, helping her to smash her fundraising challenge and raise awareness of the Climbing Out charity.

Fundraising

Not only did Kelda raise the sponsorship she needed to get to the start line of the Atlantic Challenge, she also managed to exceed the funding target she set out to raise for Climbing Out.

Media coverage 

Fourth Day secured more than 30 pieces of coverage across national, regional, print and broadcast media, including the BBC, CBBC’s Newsround, ITV and the Sunday Times. Kelda was also covered on international media channels, including Canadian radio station, CBC.

Continued interest

We’ve continued to raise the profile of Climbing Out, long after the Atlantic voyage. Even when the charity’s programmes were halted during the Covid-19 pandemic we generated coverage, including interviews with New! Magazine and an appearance on The Daily Telegraph‘s high profile podcast.

Media coverage

  • First solo adaptive rower crosses Atlantic

    A British adventurer has become the first solo adaptive rower to cross the Atlantic in a 3,000-mile challenge. BBC News

  • Ex-Paralympic athlete to take on Atlantic rowing challenge

    A former Olympic hopeful whose sporting dreams were shattered by a life-changing injury is preparing to row the Atlantic. Daily Mail

  • Ex-Paralympic athlete to take on Atlantic rowing challenge

    A former Olympic hopeful whose sporting dreams were shattered by a life-changing injury is preparing to row the Atlantic. ITV News