PRESS RELEASE: PR Powerhouse and Outlaw events successfully deliver the 48hour Changing Diabetes Cycle Challenge
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PRESS RELEASE: PR Powerhouse and Outlaw events successfully deliver the 48hour Changing Diabetes Cycle Challenge


It was a big idea: a non-stop, 48-hour cycling marathon to raise awareness and funds for the treatment of underprivileged children living with diabetes. Turning the idea into a successful event was, however, an altogether different matter. It took innovative thinking, creative fundraising, but by 10:00 on 8 November, fifteen intrepid cyclists - accompanied by former Bok, Joel Stransky - were ready to take on the gruelling 1,200 kilometres from Joburg to George. And with them were the people who had turned that first concept into a reality, the PR and events teams from Joburg-based companies, PR Powerhouse and Outlaw Events.
The Changing Diabetes Cycle Challenge grew out of the C4D cycling initiative established by George GP, Dr Jacques van Staden, a few years ago. This dedicated team of cyclists raises funds through participating in cycling calendar events to provide 16 children from impoverished and disadvantaged communities with analogue insulin.
“Of course, it was a big leap from local events to a marathon like this,” says van Staden, “but with the help of so many wonderful people working together, we were able to pull it off without a hitch.”
“To take a team of 40 on the road over a period of 48 hours, including drivers, paramedics, cyclists, logistics managers and PR teams in no mean feat”, says Lebo Madiba, MD of PR Powerhouse. “We could not have done it without the support of our events partners, Outlaw Events”.
Jointly with Outlaw Events, Madiba and her team were able to secure sponsorship for the support vehicles from Isuzu, and sponsorship of the energy supplements and recovery drinks from Biogen. In this way, they were able to ensure that all funds raised could be used exclusively for diabetes medication - and that the event could be something very special for everyone involved.
“We integrated the event into local traffic reports, so there was great interest all along the route. We also arranged for the Mayor of George and three councillors to join us for the last 10 kilometres, so it was a fitting end to an absolutely fantastic effort.”
Most importantly, she says, the event means needy children living with diabetes will be able to get the medication they need.
“The message of the event is clear: with the right treatment and appropriate lifestyle management, people living with diabetes can lead long, active and healthy lives. That’s what it’s all about.”
Are PR Powerhouse and Outlaw Events already planning a similar event for next year?
“Not before I get a good night’s sleep!” says Madiba.
This sentiment was echoed by Outlaw Events Organiser Wayne Parry. “We were honoured to be a part of this amazing event. All the late nights and long days making it happen were well worthwhile as we escorted the victorious cyclists into George, safe and sound, albeit exhausted!” ‘We would be privileged to be part of Challenge 2, just as long as those crazy cyclists promise not to turn it into a race! Parry commented wryly.
For further information about PR Powerhouse visit or, and for further information about Outlaw Events visit
Kind regards,
Shirley Pharamela
PR Powerhouse
011 784 0602
076 383 3518
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