Marching for The Army Family

The Challenge

As one of Scotland’s toughest endurance challenges, the Cateran Yomp is no easy feat.

This gruelling event in Perthshire pushes hundreds of soldiers and civilians to their limits, challenging them to trek 54 miles in just 24 hours across some of Scotland’s most rugged terrain.

To help attract sign-ups, donations and new sponsors, the charity needed a local specialist who could share the stories of why people sign up and why their fundraising matters.

Beyond storytelling, they required a hands-on resource to capture real-time moments at the finish line (woolly hat and waterproofs essential), coordinate the on-the-ground comms team during event weekend, and support crisis planning for major incidents.

The Solution

Working closely with the charity, I identified compelling human-interest stories from participants, including corporate teams, highlighting their motivation and determination to take on the challenge.

As the event drew near, we fine-tuned the crisis communications plan and collaborated with event photographers to pinpoint the individuals and teams most likely to generate press and media interest.

And on the weekend itself, I joined the event team on the ground, chatting with finishers and collaborating with photographers and social media specialists to capture as much creative content as possible.

The Impact

This is not your typical challenge weekend. Believe me, I’ve seen it as they reach the checkpoints and cross the finish line, this is a true test of grit, determination and physical fitness – one like no other!

Our coverage shone a light on these differentials and the charity’s values.

Working closely with the charity’s events team and leveraging stunning photography and videography, our brand-building, shareable coverage celebrated and inspired, attracting sign-ups, donations and new sponsors.