Crisis Icebreaker Challenge

Context

The Covid-19 pandemic severely impacted traditional fundraising channels for charities, particularly challenge events that typically relied on in-person participation. Crisis’s January Icebreaker, a cold-weather swimming challenge, was a key fundraising event that could no longer operate in its usual format due to lockdown restrictions.

The challenge

Using our skills as a charity design agency, Hope needed to reimagine the Icebreaker challenge in a way that would:

1. Comply with COVID-19 safety guidelines and lockdown restrictions
2. Allow for individual rather than group participation
3. Maintain the excitement and sense of collective endeavour of the original event
4. Generate significant fundraising during an economically difficult period
5. Create buzz across multiple social media platforms

Our solution

We worked with Crisis to create an individualised version of the Icebreaker challenge that adapted to pandemic constraints while broadening participation options. The approach included:

1. Reimagining the challenge to accommodate solo participation, including alternatives like taking cold showers for those unable to access outdoor swimming locations
2. Refreshing the event branding to reflect the new format while maintaining its core identity
3. Developing a comprehensive suite of assets across major social media platforms, including both static and animated content

The revamped Icebreaker challenge successfully generated excitement and engagement despite the limitations of lockdown. The event proved to be a highly effective fundraiser, helping Crisis maintain vital services and make a meaningful social impact during an exceptionally challenging period for both charities and the people they serve.