The Problem
In an age of swipe fatigue, even generosity has UX issues.
Endless causes. Complicated donation flows. Distracted donors.
Asking people to give has never been harder — or felt more disconnected from real impact.
Endless causes. Complicated donation flows. Distracted donors.
Asking people to give has never been harder — or felt more disconnected from real impact.
So we asked: What if giving wasn’t something you stopped to do — but something that moved with you?
The Insight
Charity shouldn’t fight for your attention — it should fit your life.
People already walk, run, commute, scroll.
What if every step you take could take someone else closer to help?
People already walk, run, commute, scroll.
What if every step you take could take someone else closer to help?
The Story We Told
We created Forever Marathon — a mobile game that turned your daily movement into a digital charity run.
Using a smartphone’s built-in pedometer, the app tracked every step — and converted your milestones into micro-donation prompts.
Hit 5km? Watch an ad.
Reach 10km? Make an in-app donation.
Walk to the bus? You just helped someone reach their hospital.
Reach 10km? Make an in-app donation.
Walk to the bus? You just helped someone reach their hospital.
It wasn’t just symbolic.
Every donation fueled TransportAid, the Singapore Red Cross program that provides transport for the elderly and disabled.
Every donation fueled TransportAid, the Singapore Red Cross program that provides transport for the elderly and disabled.
You move. They move.
The Outcome
The app created a sustainable, frictionless donation ecosystem — powered by something everyone already does: move.
Without disrupting routines, we embedded generosity into habit.
Not a fundraising push, but a new behavior model.
A campaign that turned calories into care — and every sidewalk into a starting line.
Executive Creative Director: Erick Rosa
Art Directors: Martin Coppola / Fabio Santos
Copywriter: Fabio Santos / Martin Coppola
Agency Producer: Felicia Tan
Global Account Director: Gonzalo Olivera
Account Manager: Nadrah Rozman