Sport Relief ran again last month. What has changed compared to past events?

We normally alternate between Red Nose Day and Sport Relief, but this year we considered running Red Nose Day every year instead. However, we made a last-minute decision to run Sport Relief so developing the campaign had to be done quite quickly.

One thing which has changed this year is that we now have a new overarching marketing campaign that includes information about what we fund. Previously, we have gone out with our entertainment message and engaged lots of people. You would only see the kinds of projects that we are funding if you watched the event on television. This year, we mentioned mental health, our development themes as well as poverty and how we are tackling it. From a messaging perspective, that has been quite a different approach.