Campaign highlights: Celebrating Glow Orange 2024

This year, Front Door has had the pleasure of working on Glow Orange 2024, a national charity campaign driving awareness and support for Prader-Willi Syndrome Association UK.

From Battersea Power Station to Belfast Castle, famous national buildings and structures were glowing orange in support of a fantastic, hardworking charity and we were honoured to have been tasked with launching this PR campaign.

On the 31st May 2024, towns and cities across the nation lit up their landmarks in bright orange to raise awareness for a rare genetic condition, Prader-Willi Syndrome (PWS).

Organised by the team at Front Door, our wonderful client Lottoland and its chosen charity PWSA UK, the event secured national and regional coverage across the UK, both in the lead up to and after Glow Orange Day, and was the culmination of over eight months of planning and collaboration.

The event on the 31st marked the end of Move It May, a month-long fundraising drive that saw people from all walks of life, including those with PWS, challenging themselves to cover a set distance through exercise – whether it be swimming, cycling, running, pushing a wheelchair or any other form of movement.

After reaching out to multiple national landmarks, 40 iconic buildings agreed to light up on the Friday evening in support of PWSA UK, including Spinnaker Tower, Cardiff Castle, Newcastle’s Millenium Bridge and York City Walls among many others.

This year, the entire Move it May community challenged themselves to cover the number of steps it would take to walk between each orange landmark – a considerable 2,779km or 3.6 million steps, from Portsmouth to Dundee via Belfast ending in London.

To that end, as part of the campaign, Front Door also worked with the ‘World Walking App’ to create a walking route that people could follow and upload their steps to in order to come together in completing the national challenge, which we are happy to say they achieved!

In the run up to Glow Orange Day, we secured regional coverage across the country, spanning Sunderland to Cardiff and even Gibraltar, inviting locals to come along and show their support for the cause, and also had one of the charity’s ambassadors on BBC Radio on the morning of the 31^st to spread word of how important the evening would be.

We were chuffed to be able to spend the big night outside Battersea Power Station alongside Lottoland, the team from PWSA UK and a number of the PWS community so that we could all celebrate the achievement and have photos taken of one of London’s most impressive sites glowing orange.

You can read all about Move it May and Glow Orange Day 2024 (and see lots of amazing photos!) in The Mirror, Daily Express, The Sun and over 25 regional titles including Bristol Live, Wales Online, Teeside Live, Derbyshire Live and many more.

We are so proud to have worked on this campaign alongside Lottoland and PWSA UK, who were able to raise a fantastic £14,000 for research thanks to everyone’s efforts and kind donations. To have helped raise awareness for such a small but important charity has been a wonderful thing to work on as a team, and we can’t wait to start building next year’s campaign! Times Square anyone??