The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world.
Every year, the Steve Waugh Foundation conducts the Captain's Ride, a six-day bike race, to raise money for children with rare diseases, but not many people have heard about it and the children themselves are unable to take part. So we added something new: the Riderless Bike, a fully autonomous children’s bicycle that followed the peloton of the Captain’s Ride with live feed through a 360-degree camera, allowing children with rare diseases and the public to watch the ride unfold live. People could also sponsor the bike for a part of the ride, and were notified by email as the bike passed through their section.
On the first day of the Captain's Ride, hundreds of people gathered in Goulburn to bid farewell to the riders, including a number of children affected by rare diseases. The looks on these children's faces as the Riderless Bike debuted was absolutely priceless. It was a good feeling knowing that the $1 million the bike helped raise was for them.
The most important conversations we had on this project were that it wasn't just about the bike or raising money, it was about creating awareness for children with rare diseases. We continually discussed the user experience, and how it had to always bring the children to the forefront, explaining who they are and the difficulties they face.
From a technological perspective we learned how to build the world's first Riderless Bike using infrared beacon-tracking technology, an electronic motor, and GPS. From a brand perspective, we learned just how tough these children are. Despite their conditions, they show amazing strength of character and larger-than-life personalities.
- Zac Pritchard
About the Best Cause Related Campaign category
Best, most innovative, effective or creative PR led campaign created for a brand on behalf of a societal cause.