To encourage people to sign up for the run, we created one common goal: turn the world pink for Breast Cancer Ireland! We set people the challenge of running a full circumference of the world (equivalent to 47,000km) in just 48 hours, which meant we needed 10,000 people to run 5k. This would create the incentive people needed to get involved and the sense of excitement and togetherness that a virtual event might lack.

Great Pink Run social ad

We set to work on creating a digital first strategy made up of 4 key elements: