Grand Pink Run 2018

Kilometres of solidarity that dye the streets pink to fight breast cancer


The client

The Canary Islands Breast and Gynecological Cancer Association is a non-profit organisation that has been fighting against these diseases in the Canary Islands for almost 20 years.   In their work to raise awareness and provide social and emotional support so that all women in the community can enjoy a better health, sport plays a vital role. After the first two editions of this race, they contacted Sportmadness to professionalize the management and enhance the impact of this beautiful initiative.

The project

At Sportmadness we believe in sport as an engine of change and that’s why we got down to work with this movement, which would allocate 100% of the registration fee to the ACCM.   To increase the impact of other editions, we worked to get the collaboration of public institutions. Thanks to the agreements with the City Council and the Cabildo of Gran Canaria, it was possible to hold this initiative in the capital of the island, starting in the middle of Las Canteras Beach.   With the aim of welcoming any participant, regardless of their age or physical condition, two complementary competitions were designed: a 3.7 miles run, followed by a 1.8 miles solidarity walk, which boosted participation.   In both races, we worked hard to create an atmosphere of celebration and awareness, welcoming participants with pink holi powder and including different group activities to make the event more dynamic.

The results

Steps than extend life.   The involvement of public institutions at various levels (from the Gran Canaria Tourist Board to the Cabildo) and the contributions of numerous private entities and companies made it possible to celebrate the biggest festival to date. More than 1,200 participants took part in the event, raising a record amount of money which will go directly to the fight against breast cancer.   In addition to this great participation, the impact of the event was incredible, appearing in the main media in the country and helping to raise awareness of this issue in society, stressing the importance of prevention and encouraging the importance of early detection.

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