Jogging for a Purpose

Taking care of the environment through sport

trota con proposito

The client

Ecologics is a Peruvian company determined to care for the environment by offering sustainable alternatives to the products we use in our daily lives.   In its mission to raise awareness in society about plastic consumption, it wanted to organize a race to encourage Peruvians to adopt three simple good habits such as not throwing rubbish in public spaces, being encouraged to pick up the rubbish you find along the way and learning to separate and recycle waste in order to keep the city cleaner and free of pollution.

The project

Being delighted to be part of a project that offers the opportunity to have an impact on society through sport, our delegation in Peru got down to work to bring to life this race in which participants collect the waste they find along the way.   With the responsibility of leading the entire organization of this innovative event, 10 different race routes were created to maximise coverage. All these routes finally ended at the same point where a large segregation station was set up, maximising the impact, and where promoters from Ecologics and the Ministry of the Environment taught participants the secrets of recycling and held a big final event.   In addition, we executed the entire Communication Plan of the race, achieving a great impact that had its central axis in a Facebook group that gathered more than 3,500 people around this movement, as well as numerous appearances in the press, TV and radio.   The involvement transcended the organization, and Sportmadness was able to offer its expertise in the design of the event, sports marketing and helping to optimise the economic performance of the project.

The results

A race in which the one that collects the most waste win.   The attendance and participation of several public institutions (Minister of Environment or the Major of Jesus Maria among others) and sponsors such as Herbalife created a movement with a huge impact valued at $75,000.   The participation figures were also very good, bringing together more than 300 runners who ran through the streets of the district of Jesus Maria in Lima collecting more than 374 pounds of waste.   But above all, highlight the environmental movement led by a company like Ecologics that is determined to improve the world and in which sport has played a vital role in helping to add followers to this fight!

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