Running the Railways Campaign for Centre 56

Centre 56, part of the Regenda Group, launched Running the Railways, a bold and emotionally resonant campaign that redefined its visibility and fundraising success.

Alex Rigby’s extraordinary 109-mile run along the Merseyrail Network symbolised the journey families take towards lives free from abuse, transforming awareness into action.

Historically operating with low brand recognition, Centre 56 needed an innovative approach to inspire long-term engagement. The campaign reimagined a train ticket to connect supporters with real stories and domestic abuse statistics, fostering understanding and solidarity. Despite capacity and budget challenges, a strategic partnership with Merseyrail enabled national reach through PR, social media, and digital advertising. A powerful launch on BBC Radio Merseyside and organic participant-led social engagement amplified exposure.

Results exceeded expectations, with over £56,000 raised, far surpassing the £35,000 goal. Media coverage reached a potential audience of 699 million people, and was valued at £9 million. Social platforms saw strong growth, with Instagram increasing by 428% and Facebook by 108%. Website engagement surged tenfold, reinforcing long-term interaction. The campaign not only secured essential funding but strengthened corporate relationships, leading to new charity partnerships.

The campaign was delivered by The Regenda Group marketing team on behalf of Centre 56.