SHIFT Active Media has been selected by UK-based charity Cure Leukaemia to lead communications and industry engagement for The Route, the charity’s flagship women’s cycling event.
Starting with the second edition of The Route in July 2025, SHIFT will drive awareness, encourage participation and support fundraising efforts. The agency will manage ongoing media relations and storytelling to raise the profile of the event, aiming to increase engagement and maximise sign-ups.
SHIFT’s PR team will work closely with cycling and broader national and regional media to showcase the charity’s unique women-only cycling challenge. This sees amateur female cyclists tackle every stage of the Tour de France Avec Zwift one day ahead of the professional race.
The campaign will focus on communicating the charitable impact of The Route, boosting its visibility and fundraising potential for Cure Leukaemia’s ATICUS Network – a world-first paediatric transplant trials initiative.
James McLaughlin, CEO of Cure Leukaemia, said “We’re delighted to be partnering with SHIFT Active Media as we look to build on the success of The Route’s first event in 2024.
“SHIFT’s reputation and expertise in cycling media and PR makes them the perfect partner to help us elevate the event’s profile, engage even more riders, and ultimately drive greater fundraising for Cure Leukaemia and our new, pioneering ATICUS Network.”
Wayne Brown, CEO of SHIFT Active Media, added “We rarely get the chance to bring our cycling expertise to a cause that transcends the world of bikes.
“In partnering with Cure Leukaemia we have the opportunity to not only promote the sport we love, but also shine a light on a heroic challenge – The Route – that raises funds for vital life-saving research. We’re committed to helping Cure Leukaemia maximise its impact by leveraging our global network to grow awareness, inspire participation, and make a real difference.”
www.theroute.co.uk
www.cureleukaemia.co.uk
www.shiftactivemedia.com
