Fundamental Media's cycle-athon raises £7,785 for Ukraine

When the devastating news of the war in Ukraine broke, like so many people around us, our initial response was: how can we come together to do something positive to help? This was made more immediate by the fact that we have colleagues whose friends and families are caught up in the conflict. We wanted to show our solidarity with them and so set ourselves a goal to raise money to support the victims of the war.

Harry Kempe, one of our Account Directors, came up with the idea of a 24-hour cycle-athon and we got to work organising the event with a goal of cycling the distance to Kyiv and back, if we could.

On the 6^th April at 11am, our team of volunteers limbered up and started to pedal. Over 30 of them took it in turns, cycling through the day into the long night and the finish line at 11am the next day covering an impressive 2600km! (Check out our leaderboard here.) A challenge made easier with music from Taylor Swift and quite a few episodes of Friends on Netflix, not to mention some well-known energy drink brands! It was brilliant to also have our colleagues from around the world, clients and partners get involved and support us with both kilometres from their own bike rides and donations.

We are really thrilled to announce that our 24-hour cycle-athon event raised a grand total of £7,785 towards British-Ukrainian Aid. We’d like to say a huge thank you to our organisers, volunteer cyclists, friends, family, clients and partners, who all supported and donated to this very worthy cause.