Why this works as an effective engagement is for a number of reasons that go far beyond simply announcing a donation amount. I’m sure a lot of ideas were floated around and discussed with interested parties before deciding on this.
First step: Raising awareness and funds for the Royal Marsden.
The challenge is visually interesting and also unusual. Other royals have done sponsored events but she’s the first to do the three peaks. Great photo op at the top.
This guarantees great front page coverage in the press and she also did a little video which encourages broadcast coverage.
The reach Kate can get with something like this is unbelievable - there will be people donating from abroad as well as the UK.
Second step: Providing a positive outlook/example to express solidarity with other people whose lives have been touched by cancer.
This is a more ephemeral goal and won’t hit perfectly with everyone. There will be some who criticize a rich person’s experience as not the same.
But I think it mostly works for Kate as she’s been very consistent with showing and explaining how she finds support in outdoor activities and the natural environment.
The webpage that the Royal Marsden has set up connected to this has clearly been the result of a lot of work and planning.