Nedd’s Uncomfortable Challenge x We Are Mobilise

ABOUT THIS ENTRY

In 2024, in a cost-of-living crisis, Nedd Brockmann, an everday Australian, had a new mission to drive awareness and fundraising for charity partner We Are Mobilise. To set the world record for running the fastest ever 1000 miles. While at the same time, aiming to double his impact and fundraising target from his last run. All to fight homelessness.

How does this represent "Excellence in Engagement"?

Nedd's story in his 1000-mile challenge showcases excellence in engagement by leveraging real-time interaction, authenticity, and community-driven content. His unfiltered, high-energy approach keeps audiences hooked, while the TikTok live format allowed for direct engagement through Q&As, reactions, and shoutouts. The unpredictability of live streaming creates a sense of urgency and excitement, encouraging viewers to stay tuned and participate. Social media amplifies his message, with viral clips, user-generated content, and challenges extending the conversation beyond the livestream. By turning his journey into a shared experience, Nedd builds a loyal, invested audience that actively supports and spreads his mission. TikTok's longest ever livestream was unprecedented, making history and a movement that will stay with everyone who experienced and witnessed it.

Furthermore, after Nedd finished his run, it was the fan’s turn to inspire, taking a leaf out of Nedd’s book, turning their support into action themselves... showing what it means to get uncomfortable raising money for homelessness. Thousands of people across Australia joined the movement and undertook their own uncomfortable challenges for 10 days to raise vital awareness and funds in their own communities for homelessness.

Objective

In 2022, Nedd Brockmann inspired Australia by running across the country. An amazing story, creating unforgettable moments. Driving real impact and raising over $2M for homelessness.

In 2024, in a cost-of-living crisis, Nedd had a new mission to drive awareness and fundraising for charity partner We Are Mobilise. To set the world record for running the fastest ever 1000 miles. While at the same time, aiming to double his impact and fundraising target from his last run. All to fight homelessness.

Not an easy task - with everyday Australian’s battling the rising cost of living pressures and many other people doing extreme physical challenges to raise money. Nedd’s challenge was set at a 400m athletics track - meaning no iconic scenery, no cheering townships, and no destination. Far from the perfect scenario to engage people.

The objective was simple but powerful: turn this unglamorous feat into a national movement - to tell a story of purpose, endurance, and action that would raise awareness, raise money, and inspire Australians to step up for those doing it tough.

Strategy & Execution

How did we use Nedd’s story to create one of the most impactful fundraising campaigns of all time? We gave the fans what they wanted, unlimited access to content through power of social media, then creating a movement that Nedd’s fans could participate in.

To create a 24/7 content engine, we created the world’s longest-ever continuous TikTok livestream. Nonstop. No cuts. No edits. Nedd’s raw and unfiltered struggle played out in real-time, with 3 dedicated cameras in the stadium capturing it all... His struggle, his blisters, his pain. Fans could tune in during all hours of the day to watch Nedd’s raw determination, mirroring the daily fight of those experiencing homelessness.

We backed up the livestream with daily Instagram updates, garnering millions of views. With fans awaiting every post to get a sense of the “behind the livestream” look into the highs and lows of Nedd achieving his goal.

After Nedd finished his run, it was the fan’s turn to make Nedd’s story into their own, and to be inspired by what they had just witnessed. Thousands of people across Australia getting uncomfortable, undertaking their own challenges for 10 days to raise awareness and funds for homelessness.

Organizations

• We Are Mobilise
• Nedd Brockmann

Links

•   Website

Credits

James Ward
Creative Director
Bursty

Adrian Goold
Creative Director
Bursty

Richie Butterworth
Managing Director
Bursty

Cameron McFarlane
Account Director
Bursty

Ryan Earles
Head of Production
Bursty

Jack Clarke
Videographer
Bursty

Jess Elder
Videographer
Bursty

Ben Gibson
Videographer
Bursty

Linc Cottee
Graphic Lion
Bursty

Portia Lombardi
Events Manager
Bursty

Lauren Ellis
Account Director
Bursty

Luke Williams
Executive Creative Director
Bursty

Luke Shelley
Social Media Manager
Bursty

Xavier Cordier
Account director
Bursty

Scott Broekhuyse
Head of Clients
Bursty

Sam Starkins
General Manager
Bursty