Challenge

Run Ukraine is the organizer of the largest running events in Ukraine, annually bringing together tens of thousands of participants. However, the pandemic and the full-scale invasion weakened the running community.

How can you keep developing a running community when runs are no longer a priority for many people?

Idea

To launch RUNRAISE and turn every run into a donation.

To achieve this, we created a new currency — kilometers — turning every run into a donation to support the Armed Forces of Ukraine. To convert kilometers into hryvnias, we invited Ukrainian businesses to join. Lovemarks engaged their employees, clients, and ambassadors in the RUNRAISE. The initiative quickly gained traction: in just ten days, participants ran the first 100,000 km, raising the first 1 million hryvnias.

Credits
& Outcome

A collaboration of 8 charitable foundations and 8 partner businesses engaged
8,044 registered participants on the platform.
800,000 km were run during the campaign.
UAH 8,000,000 were raised for the foundations’ needs.
And Run Ukraine gained strong audience approval and built a united, multi-thousand-strong community that continued into future races.

Strategist/Idea Owner: Yaroslav Vedmid
Project Manager: Hanna Savchuk
Account Manager: Alina Zanizdra
Creative Director: Anna Seniuk
Creative Copywriter: Anastasiia Russu
Art Director: Iryna Pavlova
Designer: Dmytro Shelestynskyi