Why we raised funds for adland’s community – and how you can too
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Two volunteers who have been raising money for NABS talk to the charity’s Louise Scodie about their fundraising efforts.
James Cornish, SVP international sales, Vevo, and David Grainger, renowned chief strategy officer, have both organised highly successful fundraising events in support of NABS, the industry charity helping everyone move forward.
Cornish organised last month’s fitness challenge at the ATHX Games, while Grainger brought together the AdLondon Calling music quiz in autumn 2025.
Here, they talk inspiringly about the power of bringing the adland community together, and how you could do the same, to transform the lives of thousands of people in our industry this year.
Why did you decide to raise funds for NABS?
James Cornish: I love what NABS does, and I’ve seen it translated into our industry. Our challenge was directly tied to mental health and well-being, so there was a natural fit to make it a platform to drive awareness and raise important funds to support mental health across our industry.
David Grainger: Eight years ago, I ran a big music quiz called AdLondon Calling to raise funds in the wake of the Grenfell fire. Last year, I was approached by NABS to see whether we could do something similar to raise vital funds for them.
What’s your elevator pitch for your event?
JC: NABS x ATHX Games media industry fitness fundraiser.
DG: Fifty teams - you and five mates – screaming power ballads and showing off your music knowledge for nothing more than bragging rights, Haribo and an inflatable trophy.
How many people joined in your event, and how much did you raise?
JC: In total, 32 people took part: 12 in our 24HR ATHX challenge and 20 in our ATHX games media heat. We’ve raised over £27.5k so far, and I hope and believe we can get this very close to, if not over, £30k when we wrap up.
DG: Over 300 people (40 teams) joined us on a Wednesday night in October, raising over £20k for NABS’ Advice Line.
How would you describe your event in three words?
JC: Uplifting, positive, satisfying.
DG: ‘Like a Prayer’ (Madonna, 1989).
What are the benefits of a community fundraiser?
JC: The power of doing something as a team, meeting new people and collectively working towards a positive goal with a group of like-minded people.
DG: We’re sold this myth about resilience – that you have to build it on your own – but it’s much easier to build it with your mates, at The Electric Ballroom, pretending you’re George Michael.
What was the most rewarding aspect for you in organising your event?
JC: The collective commitment and support from everyone who got involved was really rewarding – from the people who took part in some way, to those who sponsored us, through to those who helped spread the message and promote for us. It was quite overwhelming in the most positive way.
The effort put in by the people who signed up to the 24hr challenge was inspiring. It was quite the commitment to get conditioned in order to be able to get through the 24 hours, ensuring we adhered to the challenge we set ourselves. It took a lot of time, dedication, and determination through the winter months, through a busy, party-filled Q4, and while everyone had full-time jobs to manage.
When I realised, during the final metcon portion of the last lap of our challenge, that we were all going to finish within the designated timeframe, it was a rewarding moment. That moment exemplified that everything had come together and that the team’s effort and dedication had paid off.
DG: There was such goodwill from the original quiz night eight years ago that half of the tables sold themselves. It was great to welcome back Spotify as our event sponsor, and a very special mention to the team from Immediate Media, who brought enough air guitars for the whole room.
How do you think your fundraisers helped to boost participants’ mental wellness?
JC: I think having a common goal and working together with like-minded people is a really powerful recipe, and that can be applied to all and any interests. Regardless of the context, I always find shared experiences uplifting.
DG: AdLondon Calling has been described as the best night out in media, and we know there’s some stiff competition out there. We sent adland home with a massive smile on its face, and a few hoarse throats in the morning. What I love about the quiz night is that we don’t care how old you are, how junior you are, or what your job title is. Everyone is invited, and anyone can play.
What’s your advice for anybody who would like to organise a community fundraiser for NABS?
JC: Think about something you care about. How can you get people to share and be exposed to that passion, and go for it? What’s the worst that can happen?
DG: If you think you can do it, and you know how to do it, it is churlish not to do it.
Any plans for future fundraising?
JC: I would love to build on what we did. So, I’m definitely giving it some thought!
DG: We’re coming back to The Electric Ballroom this autumn. Mainly because I can’t remember who won last time.
If you have an idea for a fundraiser to support NABS, email the team for a chat.
Louise Scodie is senior PR and communications manager at NABS.