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Race Against Dementia

Sir Jackie Stewart is one of the world’s most successful and loved racing drivers in history. Tragically, his wife of 40 years, Lady Helen Stewart, has been living with dementia for some years.

Driven to succeed as Sir Jackie is, the challenge of finding a cure for dementia was one too important to ignore. His Race Against Dementia Foundation is solely focused on raising funds to support highly innovative research programs. In addition to raising millions of dollars, Race Against Dementia has tapped into the R&D culture of Formula 1 in order to turbocharge the research effort.

In 2018, Sir Jackie planned a major fundraising event to be held at Lorbek Luxury Cars during the week prior to the Melbourne Grand Prix weekend. Organiser, Craig Joel reached out to DPR&Co to help build profile for the event.

Solution

As with all our pro-bono work, DPR&Co engaged most of its team in responding to the challenge. DPR&Co Agency Principal, Phil Huzzard, joined the event committee and, together with event marketing executive, Mary Taranto, we became the coordination point for all creative services for the event.

We began by established the key communications properties for the event, then set up a communications structure for both invitees and sponsors.

The Lorbek showroom was reconfigured to become a car-aficionado’s dream. In addition to Sir Jackie, guests included ex-F1 driver and Porsche Le Mans Class world champion, Mark Webber, and current Australian F1 hero, Daniel Ricciardo. Bands, DJs and entertainers all offered their talents.

Prize donations included money-can’t-buy experiences; these included a weekend as a guest of Sir Jackie and Lord March at the Goodwood Festival of Speed and a Porsche Ice Driving event in Finland.

Result

Event sponsorship was fully-subscribed within two weeks. Auction items poured in from around the world including stunning experiences donated by Targa Florio in Sicily and the Oberoi Hotel group in Mumbai.

And an amazing array of material sponsors assisted with everything from the Champagne (Mumm) to the Vodka (Beluga).

In a night to remember, we raised close to half a million dollars for Race Against Dementia – the highest ever return for a single RAD event – and even bigger than Monaco!