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RUN FOR THE OCEANS
How to increase the awareness around the threat of marine plastic pollution and inspire action amongst adidas consumers?
Runners all around the world spend a whole week collecting kilometers via the Runtastic application, through which adidas then donates $1 to the Parley Ocean School for each km run.
We used the Think global-act local approach to illustrate the problem, to increase participation and to show tangible ways of making a difference.
We focused on presenting local environmental issues and their global impact.
Objectives
Dramatize the problem and increase awareness for the cause
Increase Participation for local event
Provide a tangible Way for consumers to provide a change
Results:
Runastic sign ups
16 000
For KPI 150 Local Event participants we reached
210
For KPI 500 Runtastic sign ups we reached
20+K
For KPI 300K social media we reached
310389
For KPI 1MIO media reach we reached
17MIO
We ran in the Czech Republic
119,223.3 km
Our social media reach was 310+K with total media reach
17+MIO.
We exceeded the target