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Ride to beat

Go for Broke

One in five Australian’s suffers from depression and mental health issues. Ed Kirk, Loop’s Managing Director having personal experiences with mental health himself created his very own charity event!

Tapping into his passion for cycling, Go for Broke – a ride to beat depression was founded in 2016. A one day 180km ride from Berowra in Sydney to Broke in the Hunter Valley raises funds and support for Lifeline Australia.

Coming into the events 2nd year, Go for Broke has already grown from 15 riders from the previous year to over 70+ riders! Awareness, significant interest and support from the cycling community is too be admired as the event aims to grow even bigger next year in 2019!

Scope of work




Event Management

“I feel privileged and fortunate enough to be in a position to bring the resources and expertise of Loop Brands to bear on such an important public health issue. I understand the benefit of effective branding. To enact it and then see it physically save lives is the most empowering thing I have every done in my life.”