iCrossing UK’s latest YMCA Downslink Group (YMCA DLG) fundraising initiative saw the agency tackle the 5,089-mile journey from iCrossing’s Brighton office to Beijing in time for the 2022 Winter Olympics.

In January, the iX team got off their sofas and took to the streets to journey virtually to Beijing. Using a dashboard crafted by the in-house Data & Analytics Team, steps, miles, and cycles were collected to track progress throughout the month. The real-life runs and walks were also documented on the agency’s social channels with photos taken along the way by iCrossers. The gruelling journey managed to raise £500 for the iCrossing UK charity partner, YMCA Downslink Group.

The YMCA DownsLink Group is a charity that works to prevent youth homelessness across Sussex and Surrey. They provide 24-hour supported accommodation to over 750 young people, who are either homeless or at risk of being homeless. Through YMCA DGL’s youth advice centres, community and school counselling services, family mediation and other youth focussed services, the charity also provides additional support to 10,000 children, young people, and families each year.

2021 was a hard year for the charity given the impact of the global pandemic. There was recorded increase in the number of young people presenting as homeless and the emotional wellbeing and mental health of young people suffered.

Martina Lacey, head of new business & marketing, iCrossing UK, said “In December we famously eat all of the mince pies, so it was great to have a reason to get out of the house and get moving. I am proud of how the agency has come together for the challenge again this year. We can now put our feet up and watch the real athletes compete in Beijing!”

Ruth Cobb, head of marketing communications, YMCA DownsLink Group, said “We’re delighted for iCrossing's continued support. 2021 was another tough year for us in terms of trying to support so many young people impacted in various ways by Covid. iCrossing’s efforts with their 2022 Winter Challenge will enable us to do more for the young people who desperately need our support. So, a massive thank you to the team, to all those who have supported us and continue to do so.”

Although the walk may be over, there is still time to donate.