Cheryl Rogers. Wieden + Kennedy stalwart, unstoppable ball of creative energy, game for a laugh, optimist extraordinaire. Hard to describe how much we continue to miss her since she passed away from cancer last January.

Just like last year, we’ll be strolling 12k around Hackney in Cheryl’s name. We’d love it if you could sponsor the W+K-er who sent you here, every penny will go to St Joseph’s Hospice in Hackney where Cheryl was cared for. Each day, it costs £41,000 to keep St Joseph’s going, that's nearly a whopping £15million a year.

Please give whatever you can. We can’t promise we’ll do it in record time, we can’t promise that we won’t stop at the odd pub along the way. But we can promise that we’ll walk with a spring in our step, trying to ‘Be More Cheryl’.