The Captain Tom 100 fundraising initiative celebrates the life of an extraordinary man

The collaborative, collective spirit at the heart of this initiative channels that of Captain Tom himself, selfless to his last breath, determined to remind us all that if we work together, tomorrow will be a good day.

Izzy Ashton

Deputy Editor, BITE

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Captain Sir Tom Moore became a national hero in 2020, a man whose achievements, though they came later on in his centenary of a life, are not dulled as a result. As the UK went into lockdown, Captain Tom pledged to walk 100 laps of his garden to raise money for the NHS. He went on to raise over £32.8 million.

In honour of what would have been his 101st birthday weekend, The Captain Tom Foundation has teamed up with London Marathon Events, adam&eveDDB, Studio Republic, the Mass Participation Sports Organisers and LiveWire Sport, with all partners working pro bono, to launch a new fundraising initiative, the Captain Tom 100.

The Captain Tom 100 invites everyone to dream up a challenge based around the number 100 and complete it anytime and anywhere over Captain Tom’s birthday weekend, Friday 30th April to Bank Holiday Monday 3rd May to raise vital funds for charity and deliver hope where it is needed most.

It’s an initiative designed to raise money and also celebrate and honour the achievements of an extraordinary man and the hope and joy he brought to millions of people at a time of unimaginable grief and confusion.

The campaign mantra is ‘Do it Your Way’ whether that’s walking 100 steps or running 100 metres, scoring 100 goals, baking 100 cakes, climbing 100 stairs, hopping 100 laps of the garden or park, building 100 sandcastles, writing a 100-word poem, flipping 100 pancakes. It can be anything at all. Participants can then share their challenge on social media with #CaptainTom100.

Captain Tom’s daughter, Hannah Ingram-Moore, said: “Captain Tom 100 feels like the perfect way to celebrate the hope and joy we know he inspired in so many. He would have loved the idea that everyone could get involved and that together we would ensure that ‘Tomorrow will be a good day’.”

Along with producing the launch film, adam&eveDDB have supported the influencer and social strategy and social content production. While Studio Republic has created the brand identity, developed the central campaign website and produced an extensive suite of marketing assets for charities, businesses and schools to leverage in order to successfully engage fundraising communities.

LiveWire Sport will execute the event’s social media and paid media strategy, channel management and real-time content production, while the Captain Tom Foundation’s social media agency, Battenhall, will continue to support the charity with ongoing social insights, strategy and content development.

The collaborative, collective spirit at the heart of this initiative channels that of Captain Tom himself, selfless to his last breath, determined to remind us all that if we work together, tomorrow will be a good day. We all have a role to play and a 100 to complete in his honour.

adam&eveDDB The Captain Tom Foundation CT100 Image 2.jpg
adam&eveDDB The Captain Tom Foundation CT100 Image 1.jpg

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