Mid-April saw Team GB and the British Red Cross partner to launch an initiative called #IsolationGames – an initiative that simulteanously challenges UK athletes and the public to recreate the ‘lost’ summer of sport from their own homes.
Building on a background of summer sporting events being postponed and cancelled all around the world, #IsolationGames launched primarily on TikTok and the objective was both to boost morale and to support the British Red Cross.
A team of British Olympians – including hockey player Sam Ward, gymnastic double gold medallist Max Whitlock, snowboarder Aimee Fuller and diving silver medal winning diver Leon Taylor – sought to start the initiative by recreating much-loved sporting moments for the general public’s entertainment.
As well as offering inspiration and entertainment, the initiative also aims to raise funds for Team GB’s Official Charity Partner the British Red Cross through a fund raising mechanic based on a TikTok #IsolationGames in-app challenge page and the videos also include a link to direct the public to make their donations at https://www.redcross.org.uk/isolationgames.
The charity will use the funds to continue to deliver food and medicine, help support refugees and those seeking asylum, as well as looking after those home from hospitals.
As well as TikTok, the creative was amplified across the social channels of Team GB, the British Red Cross and the personal platforms of the athletes themselves.
Isolation Games Event 18 – Speed Skating @GBHockey #isolationgames #brandingproblems pic.twitter.com/xhWcCvvlql
— Sam Ward (@Samuel_Ward13) April 9, 2020
Isolation Games Event 19 – Speed Climbing @GBHockey #isolationgames pic.twitter.com/sGWmffNpXt
— Sam Ward (@Samuel_Ward13) April 10, 2020
Not lost it then @LeonTaylorGB?#IsolationGames
Morehttps://t.co/NURELWsqPU @BritishRedCross pic.twitter.com/k1tBPhKjkm
— Team GB (@TeamGB) April 16, 2020
Our #IsolationGames with @TeamGB are finally here! We can’t wait to see you on @tiktok_uk, going for gold in your home events.
Moments of kindness and fun will keep us going right now, so get involved! https://t.co/IQDw1zMW4d pic.twitter.com/41ePMqSio8
— British Red Cross (@BritishRedCross) April 15, 2020
Interestingly, it was Ward himself who originally had the idea for a campaign which aimed to show that any sport could be adapted for the home with the input of some original thinking and the support of household helpers.
Everything from boxing to the shot put, and from rugby to triathlon, Ward sought to show that sports stars could still keep the world entertained and inspired during the lockdown.
“With sport being pretty much cancelled, why not create something in our own homes, create how you see each sport and learn about what others love to do,” commented Ward. “Make sure you get involved with the #isolationgames and show us what you can create.”
TikTok European Community Manager George Nikolaou added: “We’re proud to be collaborating with Team GB to bring these global sporting events to everyone at home. Our community always surprises us with their creativity and they love a sporting challenge, so we’re expecting them to get behind this with some fantastic contributions from creators and athletes too.”
Ed Jones, Team GB Head of Marketing, commented: “During this difficult time we’re keen to keep the nation active and entertained, be it through workouts, iconic moments or fun initiatives like this one. Sam Ward has brought Olympic sport to life in the comfort of his own home in a fun and engaging way and now working with TikTok and the British Red Cross we want to see people create their own #IsolationGames. Whilst fun will be at its heart, it also gives an important opportunity to support the vital work being undertaken by the British Red Cross in the fight against COVID-19.”
“We’re thrilled to be teaming up with TikTok to bring the nation together through sport. While the events we’re facing are unprecedented in living memory, for 150 years the British Red Cross has helped the nation through some of its darkest days,” said British Red Cross Executive Director of Communications Zoe Abrams.
“The kindness of people up and down the UK is helping us deliver food and medicine to those who need it most, make sure refugees and people seeking asylum are safe, and work with our NHS to support people home from hospital. From showing off your sofa high jumps to taking on a creative triathlon in your living room, you can create your own indoor Olympics while helping the British Red Cross fund its vital work, supporting some of the most vulnerable people in our country.”
Comment:
TikTok has continued to see rapid growth through the lockdown period during the Covid-19 coronavirus pandemic and so the amplification and fundraising partnership with the social video app seems a sensible strategy.
Links:
Team GB
https://www.instagram.com/teamgb
https://www.youtube.com/user/teamGBtv
https://www.facebook.com/TeamGB/
British Red Cross
https://www.facebook.com/BritishRedCross/
https://twitter.com/britishredcross
https://www.instagram.com/britishredcross/
https://www.youtube.com/britishredcross
https://www.linkedin.com/company/british-red-cross/
TikTok
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