2009 Winners & Shortlists

Results and Effectiveness

More than 33,000 runners from all over the world joined the fight against cancer in Lebanon and the world marathon record was broken; the new timing set at 2:12:46. The campaign got more than 4 million dollars worth of free media space marking it as the biggest charity event of its kind in the Middle East.

Creative Execution

The first-ever coastal run was conducted from the north border to the south to raise cancer awareness and promote marathon day. Team of professional runners led the run during which cancer survivors joined in for brief intervals to tell their stories and sign a long piece of material that brought their experiences to life.The run allowed the team to promote the cause by visiting schools and cancer centers,this creating pressure on governmental agencies to support the cause.It is the indomitable will,strength and hope of cancer patients that helps others endure a 3 hour run versus their months of running. From this observation a parallel campaign was launched under the title“With their strength we run” to encourage people to join the marathon.The campaign ranged from a TV commercial to actual stories of the lives of cancer patients covering the country in the shape of footsteps,signifying the struggles and obstacles of cancer.

Insights, Strategy and the Idea

In Lebanon, around 15,000 people are diagnosed with cancer every year. Social Security only covers an average of 6 cots per hospital. When the capacity is met, those diagnosed with cancer wait. Furthermore, in Lebanon the word “cancer” is taboo because it is considered a lethal and incurable disease.