The Brief 

• To drive public awareness about the KDF Millennium Ride 2018 – an annual
  cycling event organised by EPIC Cyclist – to raise funds for the Kidney
  Dialysis Foundation (KDF)

• To educate the public on the challenges that low-income kidney dialysis patients
  go through to pay for dialysis sessions, thereby encouraging the public to donate to KDF
   

The Solution

• We created a media relations programme targeting traditional and online media
  
  The Process

• Given that 2018 is the fifth year the Ride is taking place, the media has covered previous Rides, and many factual, informative angles have been
  used. To tackle the media and audience fatigue challenge, we decided to give the Ride a more

• We emphasised on the cyclists' backstories – what motivated them to participate in the Ride and how the Ride inspires them as much as the diabetes patients. while reminding audiences on the key objective of the EPIC Cyclist group, and the target amount the ride aims to raise
   

The Outcome

• Secured a total of 18 clippings including coverage in The Straits Times,
  Lianhe Zaobao, and CAN
  
  Photos of cyclists credit to @the.epic.ride Facebook page