In February 2025, Exeter University student Will Percival ran 334 kilometres over six days, raising over £4000 in support of Ukraine. The funds were directed toward medical aid, vehicles, and essential resources for communities affected by the ongoing conflict.

Matt Holloway led the media campaign for the initiative, developing and delivering a narrative that focused on the purpose behind the challenge. Through photography, video, and coordinated social media content, he helped extend the campaign’s reach and build public engagement around the fundraising effort.