Run Free Jozi
10K registered runners within 1 week and a total of R10 million earned PR
The number of young recreational runners was on the decline
We needed to recruit runners in and around Johannesburg who seldom set foot in the inner city, let alone run it!
We challenged our runners to take back their streets!
Take back the streets as one!
We planned and executed a race in the so-called "crime capital" of the world on a scale never before attempted... at night!
Eager runners were able to sign up for Run Jozi on their native platforms and to ensure wide reach, we adopted a decentralised digital approach across Facebook, Twitter, and event microsite and YouTube - with mailers and SMS used to maximum effect.