The London to Brighton Bike Ride is the UK’s longest-running charity cycling event, attracting riders from across the country and around the world. However, women and minority groups remained underrepresented, and there was a clear opportunity to make the event feel more inclusive and appealing to new audiences.

I led the creative direction and, with my team, developed a campaign designed to speak to both existing riders and first-time participants. The creative was deliberately fun, playful and down-to-earth – a social-first approach that felt welcoming, accessible and far less polished than traditional cycling campaigns, helping it resonate with women and newer riders in particular.

The campaign delivered exceptional results: over 14,000 riders took part, and £2.7 million was raised – a significant increase on previous years, proving the power of a more inclusive and audience-focused approach.