Bloomberg – The Extra Mile

Headline partners of the Square Mile Relay, Bloomberg, commissioned thinkBeyond to create a social responsibility offering to complement their investment into the Square Mile Relay, a corporate running race that takes place in 12 financial districts across the world. The Square Mile Relay engages with thousands of participants every year meaning a perfect opportunity to engage and inspire the runners in social causes that sat at the heart of their cities and communities.

thinkBeyond engaged stakeholders to identify ideal outcomes for a social responsibility program, aligned to the wider business strategy. This made it clear that any program had to link in to the existing participant journey for the Bloomberg Square Mile Relay. Using our global network we mapped needs and gaps before establishing a program framework that would work in each city, engage with both Bloomberg employees and race participants, and leave a long-lasting legacy within the community.

From this insight, we developed a brand – The Extra Mile – and a suite of messages to support its delivery. Bloomberg were delighted with the initiative and commissioned thinkBeyond to deliver it for them in 12 cities across the world. We drive partner identification and management, marketing and communications and ongoing monitoring and evaluation.

After race night, charity partners delivered programming to address the winning social cause in each city. The following are the results of impact from both 2018 race programming that was completed in 2019, and the 2019 race series programming that has taken place so far.

• $318,500 total amount donated.
• 8,815 racers chose a cause to run for that they cared about.
• 22,809 beneficiaries received programming in 2019.
• 10,000 + activations and engagements were delivered.
• 8,000+ pieces of equipment were provided to beneficiaries.