Walking Month is not just a step-counting challenge—it’s a movement with a cause. Each year, Betfair runs the competition to encourage people to walk more and raise funds for those in need. Our job? To take Walking Month beyond the app and into the streets, turning it into something people actually stop for, engage with, and sign up for.

We tapped into childhood nostalgia to get people moving. Instead of a generic sign-up booth, we built a city-wide activation that transported adults back to their childhood, inviting them to play the classic games they grew up with—hopscotch, jump rope, and more. The catch? To participate, they had to register for Walking Month.