By Jen Townsend, Founder of 12 Degrees Ltd
With our longstanding relationship with Markerstudy Group we were delighted when they reached out to us at 12 Degrees Ltd for their annual charity challenge, as always, I knew it was going to be an ambitious and meaningful project.
They wanted something more than just another corporate fundraiser. This was about creating a lasting experience that would raise money in aid of Cancer Research UK, build resilience, strengthen internal relationships, and showcase the values they hold as a business.
The chosen challenge? A 21-to-26-mile trek across the striking and physically demanding Jurassic Coastline, one of the UK’s most iconic walking routes. It was a big ask, and we were delighted to facilitate and help bring their ideas to life.
The Brief: Design and Deliver a Signature Experience
The team at Markerstudy came to us with three clear objectives:
- Raise significant funds in aid Cancer Research UK through a highly engaging company-wide challenge.
- Unite colleagues from across departments and regions in a shared, uplifting experience.
- Deliver an event that felt ambitious, inclusive, and aligned with their company values.
Our role was to take that vision and design a full-scale, end-to-end event experience that would deliver on every level, from planning and logistics to safety, morale and emotional engagement.
Our Services
This was a complex project requiring expertise across a range of services. Here’s how we supported the Markerstudy team throughout the process.
1. Experience Design and Route Planning
We created a bespoke walking experience tailored to a variety of ability levels. This included:
- Route options between 21 and 26 miles
- Terrain analysis and the inclusion of the “rollercoaster” coastal section to challenge more experienced walkers
- Environmental considerations, emergency detour options, and contingency planning
The result was a route that was breathtakingly scenic, appropriately demanding, and safe for all participants.
2. Safety and Risk Management
Our team conducted detailed risk assessments and developed a comprehensive safety plan. This included:
- Medical and first aid provision throughout the route
- Emergency response planning and team training
- Positioning of support staff and mobile teams
On the day, our event crew and trusted guides from Adventure Café ensured that every participant was accounted for, supported and monitored from start to finish.
3. Participant Preparation and Communication
A successful challenge starts long before the first mile. We worked closely with the Markerstudy team to design a smooth and motivating onboarding process. This included:
- Pre-event guides, kit checklists and training advice
- Safety briefings and participant Q and A support
- Internal communications support to help build momentum in the lead-up to the day
These early touches helped set expectations, reduce anxiety, and build collective excitement.
4. On-the-Day Event Management
We delivered full event management, including checkpoints, signage and rest stops, timing coordination and real-time route monitoring.
Our aim was to make sure every participant felt seen, supported, and celebrated, whether they finished first or last.
5. Culture, Connection and Team Spirit
Beyond the logistics, our real focus is on how an experience makes people feel. Our team is trained not just to guide and supervise, but to encourage, motivate and nurture a sense of camaraderie. We created space for moments of reflection, connection and resilience that went far beyond the physical walk itself.
Participant Feedback
One of the most rewarding aspects of this challenge was hearing the stories from those who took part.
“The views were absolutely breathtaking, but what truly made the day special was the sheer grit, determination, and team spirit of the amazing people I walked alongside.”
These words reflect what we aim to deliver at every event, a lasting emotional experience that people carry with them.
The Impact
This challenge delivered strong results for Markerstudy, both in terms of charitable fundraising and internal culture:
- More than £60,000 raised in aid of Cancer Research UK
- Dozens of colleagues from across the business participated
- Every route completed safely, with appropriate medical and logistical oversight
- Strong internal communications outcomes, including social sharing and post-event engagement
It was a major milestone in their ongoing commitment to social responsibility and employee wellbeing.
Why It Mattered
At 12 Degrees, we don’t just run events, we help organisations create meaningful shared experiences. Experiences that bring people closer, build confidence, and remind them of what they’re capable of.
The Jurassic Coast Charity Challenge was a perfect example of that. It was demanding. It was emotional. It was real.
I’m incredibly proud of what we achieved alongside the Markerstudy team and grateful to have been part of a project that made a tangible difference.
Final Thoughts
This challenge reminded me why 12 Degrees exists: to help businesses connect their people through shared experience, not shared spreadsheets. It’s in those quiet moments on a windy cliff edge, or that final push up a hill, that teams grow closer and individual strengths shine.
Thank you to everyone at Markerstudy for trusting us with your vision. We can’t wait to support the next one.
