About The Loneliest Road

This was a challenge to raise vital funds for delivering mental health locally,

whilst helping to raise awareness of Mental Health globally.

The search for a new Challenge

Since the first ride from John O'Groats to lands' End in 2020, Kelly's Heroes were keen to find the next challenge that would push them to their limits. After much care, planning and tweaks along the way, the route set out was a tough challenge but for many reasons fitted perfectly with our cause.

Why VEKA - We Care, We Act

Once we knew what we wanted to do we needed a partner to help take the challenge globally. Our first thought was the VEKA group with their global connections and company values, they were a perfect fit to connect with our charity and help achieve our latest ambition.

The timing

We wanted the challenge to be as impactful as possible, which is why it was built around starting out in Europe the route began in Burgos, Spain on 10th September 2022 (World Suicide Prevention day. The USA leg started in Battery Park, New York and across Highway 50 east-west route ending in San Francisco on 10th October 2022 (World Mental Health Day).

What's in a name

The name of the challenge came from the part of the US route that includes the stretch in Nevada known as the ‘Loneliest Road in America’, thanks to its vast mountainous and sandy scenery. the name felt poignant given the lonely nature of mental health

The loneliest Road

In Nevada, Highway 50 crosses several mountain ranges through passes and a tunnel. The road tops out at Connors Pass (the highest point) at an elevation of 7,729 feet (2.356m) above the sea level.

There is a stunning absence of people across hundreds of miles of sandy rocky Terrain. This portion of the route evokes the feelings of Loneliness

Messages

The challenge was to clock up 52,000 (Around the world twice) we built in #AskTwice, whilst undertaking the Loneliest Road #NotAlone to our content. Reiterating two important mental health messages that connected directly with the challenge in hand. These fed through the communications assets and materials across our marketing pre, post and during the ride.