42 floors. 932 steps. Personally, I'm not one for challenge events, but for the adrenaline junkies out there, Shelter's Vertical Rush seems to be quite the crowd-puller. The event was a highly successful challenge event that took place for over 12 years before Covid. But now, with similar tower run events hosted by other charities, there was a need to reintroduce the Vertical Rush event under the new Shelter brand, positioning it as a leading tower running challenge to keep up with competitors.
The objective was to create assets that raise awareness about the event, encourage sign-ups, and, most importantly, help generate funds. The messaging emphasizes the motivations of Shelter's supporters: combating the housing emergency, embracing personal challenge, and celebrating the sense of achievement. I took a fun approach to the copy that brought out the challenge and the sense of achievement on completing the climb. It is a challenge, no doubt, but the view from the top makes it worth it. In the words of Miley Cyrus, 'Life's a climb, but the view is great' - this may or may not have been my inspiration, depending on how much of a Miley fan you are.
