Dentsu Aegis Network takes Borne to the North Pole

Dentsu Aegis Network Manchester provided live tracking solutions for The Borne Charity Team led by the Polar adventurer, Alan Chambers MBE as they walked across the arctic to reach the North Pole, ensuring the team could share their remarkable journey with the charity and their supporters across the globe.  

Enduring inhabitable conditions, the team faced temperatures between -30c and -40c as they walked eight hours daily across constantly moving ice. The aim of the challenge was to both raise awareness of premature birth and raise money for medical research into its prevention, as undertaken by charity Brne. So far, the team have raised an incredible £820,178, surpassing their £750,000 target for this expedition!

In support of the mission, iProspect Manchester’s Matthew Coughlan, Group SEO Performance Manager, optimised their fundraising and mission landing page ensuring that more people would learn about the challenge the volunteers, including former England and Australia Rugby Union players Will Greenwood MBE, and Dean Mumm, along with retired Royal Marine Commando and Special forces sergeant, Jason Fox who is best known for appearing on the Channel 4 television series, ‘SAS Who Dares Wins’, had set out on.

To help the team share their journey Matthew helped them understand their options for live tracking, so they could continually share their progress to the North Pole with their supporters, by an online map that set out their journey and shared their progress. The real-time tracking solution used a GPS beacon carried by the team and updated a feed onto Matthew’s laptop, monitoring their progress.

Ensuring every detail of their expedition could be captured, Matthew also helped edit images and audio sent by the team from their phones through to the iridium satellite network. This fresh content fed into the live tracking map on Borne’s website, created and updated by Matthew, as well as updates to the expedition blog, detailing the team’s journey.

Whilst the initial solutions were quoted at around £10,000 the solution organised by Matthew provided the charity with free support. Initially it was planned that the team would provide SEO assistance but this developed into assisting with GPS tracking and Wordpress implementation.

Borne is a charity run by Professor Mark Johnson, one of the World’s top obstetricians, based at Chelsea and Westminster Hospital. As the founder and Chief Scientific Officer of Borne he delivers the scientific strategy undertaken by the charity. Currently little is known about the causes of premature labour and the charity are striving to make a difference.

Dentsu Aegis Network Manchester’s Group Executive Director, Charlie Varley, has provided the charity with marketing and digital advice, offering his expertise in his own time. Ensuring the right connections are made, such as introducing Borne to SWNS – who create and distribute news content – Borne have been able to share the news of their amazing work with more people, including this article in The Sun, in which Hollywood actor Alistair Petrie shares his story.

Charlie commented:

“Borne are conducting research to develop a drug to prevent the 15 million babies globally who are born too soon each year and the 1 million who die from happening. If it was possible to prolong all pregnancies destined to deliver preterm by just a week in UK, every year £260 million could be saved by NHS.

My Doctor daughter Alice, is undertaking a PhD for Borne based at Chelsea & Westminster Hospital and Imperial College, London as part of her lengthy medical training to be an Obstetrician and Borne asked me at a fundraising event if DAN could help them in any way? Will Greenwood as a Patron of Borne is a man with unbelievable energy and media ‘pulling power’ and Matthew’s contribution of providing real-time tracking and pictures enhanced the interest for Will Greenwood and the team’s media appearances across BBC, Sky and numerous other media news channels”.

Assisting in raising awareness of the Borne Arctic Challenge, the team at Dentsu Aegis Network Manchester have helped ensure the success of the expedition, by helping the team communicate what they are doing and how people can offer their support. To thank Charlie and Matthew for their support the team took Dentsu Aegis Network to the top of the World at The North Pole!  

Media Contact

Josh Colley

External Communications Manager