In partnership with

Supporting

About Maggie’s Culture CrawlIn 2005 Maggie’s partnered with Open House London to deliver an innovative night hiking adventure (the first of its kind) that gave walkers access to some of London’s most iconic and exciting architecture, whilst raising money for Maggie’s.

Open House London opened the doors to extraordinary architecture and the event gave Maggie’s a platform to showcase why great design and architecture is vital to the support we offer in our Centres, just ahead of our first Centre in London opening at Charing Cross Hospital.

11 years on and over 12,000 people have walked through the night for Maggie’s, raising more than £4million. Our first London Centre has been open for eight years, receiving more than 18,000 visits from people with cancer and their family and friends each year.

The strength of our partnership with Open House and an approach that fosters innovation has allowed us to grow the event from strength to strength.

Maggie’s Culture Crawl is now a 15 mile part night-walk, part cultural adventure where walkers head out into the night discovering cultural, architectural and artistic delights. From the Foreign Office, to Fulham Palace by way of the Serpentine Sackler Gallery, Maggie’s London Centre and many others – our partner buildings are the most iconic in London.

There are many charity night walks but only Maggie’s can combine this unique combination of architecture, culture and adventure – Maggie’s Culture Crawl offers an experience like no other.

The support of a leading organisation is significant for any charity. Maggie’s is a young, growing charity, and so a partnership with a prestigious organisation for our flagship event will be absolutely crucial for our continued growth, sustainability and profile building.

The need for cancer support Despite many breakthroughs in cancer treatment and care in the last two decades, almost half of the people in the UK will have cancer in their lifetime by 2020.

Today, there are two million people living with or after cancer in the UK and this figure is steadily rising, with over 300,000 diagnoses each year.

The majority of these people need additional practical, emotional and social support to complement the excellent medical treatment that the NHS provides. As the number of people living with cancer continues to rise, so the demand for support increases, putting pressure on limited NHS resources.

The support Maggie’s providesMaggie’s provides free practical, emotional and social support for people with cancer and their family and friends. Built alongside NHS hospitals, our Centres are warm and welcoming places, with professional staff on hand to offer the support people need to find their way through cancer.

They are places to find practical advice about benefits and eating well; places where qualified experts provide emotional support; a friendly place to meet other people or simply to sit quietly with a cup of tea.

Maggie’s Culture Crawl plays a vital role in raising awareness and raising crucial income to continue to run our Centres each year.

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Walkers get exclusive access to the buildings, encounter talented performers and enjoy delicious food and drink along the way. Most importantly, they raise nearly £500,000 for people living with cancer.

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The keys to the city – yours for one night only Each year more than 1,000 walkers head out with us to take a walk on the cultural side and Friday 19 September 2014 was no exception. With ballet dancers, string quartets and apple art installations – the cultural gems featured mile after mile. Here’s a few of our event highlights:

• Designer and architect Ab Rogers (son of architect Richard Rogers) curated the cultural content to be a truly multi-sensorial exploration of London’s best loved and most iconic sites

• Architect and ‘Amazing Spaces’ presenter George Clarke set our walkers off on their adventure before joining in too

• The Royal Ballet gave beautiful performances of Ingemisco in the grand setting of The Foreign Office

• Maggie’s West London Centre (our own architectural gem) this year hosted TV presenter Janet Ellis who created bunting with our walkers, who left heart-felt messages of why they were walking

• A stunning apple art installation from artist Rebecca Louise Law was created in the chapel at Fulham Palace

• Whilst architects worked into the night at the studios of Fosters + Partners our walkers were given a sneak preview of the architectural plans for Maggie’s at the Christie, designed by Lord Norman Foster

• After 15 miles of walking through the night, walkers were welcomed to the Southbank Centre with cheers from comedian Jarred Christmas and friends

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Take a walk on the cultural side

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Take a walk on the cultural side

“In the years since we began the partnership, both Open House and Culture Crawl have become highlights on London’s cultural calendar. I’m delighted to now be able to share in ten years of success for Maggie’s – so here’s to ten more!” Victoria Thornton OBE , Director of Open House London

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1,000 walkers

looking for a cultural adventureand a unique way to experience the capital city that they live and work in,

whilst raising money for people with cancer.

2 celebrated artists the duo Huntley Muir,

created the Culture Crawl illustration of the cultural gem filled route.

8 beautiful buildings featured on our route.

Victoria Embankment Gardens, The Foreign Office, Serpentine Sackler Gallery, Maggie’s West London, Fulham Palace, Fosters + Partners Studios,

Chelsea Physic Garden and The Southbank Centre.

800 Innocent smoothies

6 Maggie’s teamsacross the UK

made the journey to experience the magic of Culture Crawl. From Cambridge and Oxford, to Nottingham and Newcastle, and as far flung as Fife!

100 corporate teams took part

from architects, to bankers, through to medical professionals and designers.

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600 cups of Rococohot chocolate infused with herbs

grown in Chelsea Physic Garden helped warm up our walkers as the night time temperatures plummeted.

150 volunteers turned out for their vital role

in making the event happen from being the friendly faces guiding the walkers in the right direction to giving the cheer that they needed to get to the finish.

amazing reason to help Maggie’s

make the biggest difference possible for people living with cancer.

800 Innocent smoothies served from the Innocent grass covered van,

gave our walkers a fruity treat or two to get them started.

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£258 was the average amount raised by each fantastic walker.

£3,091 raised by a team from the organisation Betfair.

Fundraising highlights

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£22,000 raised by our honorary school team from St Helen and St Katharine in Oxfordshire.

£500,000 the combined fundraising of all walkers is enough to run a Maggie’s Centre for a whole year.

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“It was cold. It was raining. We were exhausted. The truth is I could have thought of a million reasons not to go. But I knew in my heart this was important … I began chatting with a woman who was walking in memory of five, yes five, loved ones she had recently lost. She was convicted, sad, strong. I held back my tears. We said goodbye at the end but I won’t ever forget her.” Nyla, participant in London Night Hike 2012

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“Cancer focuses you remarkably. You learn what is valuable in life. As a family, walking into Maggie’s was one of the best things we ever did.” Maggie’s Centre Visitor

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120 pieces of coverage

46 consumer titles55 regional titles

13 trade publications

8 national titles

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120 pieces of coverageacross print, online, broadcast and blog

46 consumer titles55 regional titles

(with a focus on London)

13 trade publications(design and architectural focused)

8 national titlesThe London Evening Standard, The Daily Telegraph, Time Out, Mail Online, Magic FM, Good Housekeeping,

House & Garden, Homes & Garden, Elle Decoration, Vogue.co.uk, Country & Town House, Top Santé, The Lady, Londonist, RIBA Journal, The Architects Journal, Kensington & Chelsea Today, West London Living and The Gazette

PR reachOur marketing activity and PR reach drove phenomenal awareness in London. Our coverage reached over 2 million people with a value just under £300,000. The growth and sustainability of Maggie’s Culture Crawl will rely on the investment and refinement of this approach to increase registrations, revenue and generate significant awareness and the growth of Maggie’s.

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“Culture Crawl is a really cool idea. My kids once got to have a sleepover in the Science Museum — I was well jealous. So I’ve cleared me diary.” George Clarke, who participated in the walk. (The Evening Standard article featuring George Clarke’s support of Maggie’s reached 883,096, this article also went online, which has 8,014,320 unique users).

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Our sponsorship packages are flexible and we would be delighted to meet with you at one of our Centres to talk through the right package for your organisation, your objectives and your ambitions.

Partner with Maggie’s as our headline sponsor and help ensure we put on our biggest event yet; with your investment, we aim to raise as much as possible for people with cancer.

Our buildings are the most iconic in London – help us bring them alive on event night.

Help ensure walkers make the distance and nourish them with delicious food or drink on their adventure.

How you can get involved Maggie’s is incredibly excited to have plans underway for our Maggie’s Culture Crawl 2015, which is set to take place on Friday 18 September. We are exploring opportunities with new and existing venue partners and cultural collaborators to create an event experience that builds on the success of 2014.

We aim to maximise the opportunities that Maggie’s Culture Crawl offers by building meaningful partnerships with organisations inspired by our ambition. There is an opportunity to scale-up our flag-ship London event or export this successful event format to other areas in the UK where we have existing Centres or Centres in development.

Sponsorship is crucial to both the growth and scale of ambition of Culture Crawl, if you would like to sponsor part of the event there are many ways in which to get involved:

£20K

£20KRoute Sponsor

Food and Drink Sponsor

£100KHeadline Sponsor

Sponsorship opportunities

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There are many ways that you or your organisation can get involved to support Maggie’s Culture Crawl.

Cultural content is a vital element of the night and what makes it such a unique night walk, engaging walkers at each of our partner buildings and in the form of surprises along the route. We are looking to work with artists for new cultural content and ideas – from theatre and music performances to lighting installations and interactive art.

Can your organisation help to support with donations or skills? From food and drink for our walkers, printing route maps or providing the vehicles for the support cars, whatever you can offer will make a big difference to us.

If you are looking for a team building activity with a difference, why not commit to entering a team from your company, with your organisation covering the entrance fee? It provides a great team bonding experience and you all get to see parts of London you have never seen before. We can organise to invoice for the cost of registrations and will support your team with reaching their fundraising target.

Culture Crawl could not happen without the wonderful support of the 120 volunteers each year that work through the night to help deliver the event. From registering participants, cheering on walkers or marshalling the route, it is a great way to meet new people, do something different and support a great cause.

We’d love to see Maggie’s Culture Crawl’s happening beyond London, with the opportunity to take the event across the UK. If you like the sound of Maggie’s delivering a Culture Crawl in one of our Centre areas, or where we have plans to build a new Centre then get in touch with your ideas or suggestions.

Cultural partner

Gifts in kind

Corporate entry

Volunteer

Culture Crawl light

“I get so much from supporting this brilliant charity. The architecture side was what interested me initially, but having seen first-hand what goes on inside the buildings, you can’t help but be moved by the impact they have on people’s lives.” Jamie Ritblat, Director of Delancey, Maggie’s Culture Crawl sponsors since 2004

Other ways to get involved

For more information contact:Sarah Curgenven Maggie’s Fundraising Events Manager sarah.curgenven@maggiescentres.org 020 7386 3502

Maggie Keswick Jencks Cancer Caring Centres Trust (Maggie’s) is a registered charity, No. SC024414

www.maggiescentres.org