DULUX LONDON REVOLUTION

 

 

 

 

 

 

 

 

 

 

Dulux London Revolution

As we close the fifth and final year of Dulux title sponsorship, it has been an incredibly fun and colourful journey. In 2021, the event saw new records with over 1,860 participants taking part and an 88% increase in total fundraising.

Over the years, Dulux London Revolution has inspired and brought together over 10,000 riders and runners, including over 1,000 Team Dulux colleagues, suppliers and friends. In addition, the event has raised over £700k in critical funds for charity since 2016.

Dulux took up the position of Title Sponsor as part of their commitment to the health and wellbeing of their employees, and their long standing partnership with The Outward-Bound Trust (OBT). The three key objectives were:

  • Brand: To increase awareness and favourability of the brand.
  • People: To engage more employees than ever (up to 400), with a focus on employee/ supplier engagement, health, and wellbeing.
  • Fundraising and CSR: Continue to raise critical funds for the Outward Bound Trust with an annual target of £150k.

Campaign background

3 Dulux members formed a core team and acted as internal event champions, helping to recruit riders and equipping them everything they needed. This ranged from fundraising support through to enlisting the help of a qualified cycle coach to run sessions and provide programmes.

A series of ‘cycle to work’ roadshows were put into place across Dulux’s UK sites to encourage more people to get on their bike, as well as educating the team about the government funded scheme.

The event was also made accessible to the wider team. Approximately 40 staff across the organisation helped man pitstops and organise village festivals and cheer spots en route.

To help promote fundraising, ambassadors and beneficiaries of the charity were invited to speak about their experience, providing a more personal touch to the cause.

Outcome

The team have done incredibly well to deliver on all employee engagement and charity KPIs:

  • Over £700k raised for OBT
  • 100% of their employees said the event increased their physical fitness
  • 88% of employees said it increased their pride in working for Dulux
  • 92% said the event helped them foster closer relationships with colleagues
  • 81% of employees said that taking part increased their wellbeing, happiness and physical fitness 

Testimonials

“This was my first organised cycling event and, having joined the company since the last event, it was great to be a part of a wider team albeit not knowing everyone. I felt it brought camaraderie across all riders and definitively made me feel more positive working for the company and built relationships with other colleagues. The ride was such a great experience that if I could do it in future I would go for the Ultra. The most praise for Tina and all those involved to make the event such a fantastic experience and very enjoyable to take part in. Looking forward to any other planned events.”

Dulux employee 2021 

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