Kids' Athletics
Relay Around the World Campaign
The challenge was to deliver an impactful Kids' Athletics campaign by championing relay as the core athletic discipline and using Kids' Athletics relay to support the up and coming championships in Guangzhou.
We developed a full-scale campaign that ran throughout the month leading up to Kids' Athletics Day on May 7, and the Guangzhou Relay Championships on May 9–10. The ambitious goal: engage 500,000 participants in what would become an unofficial world record - the largest global kids' relay ever held.
The biggest challenge? Spreading the word with zero paid media and limited direct communication with Athletics Leads and Member Federations (the national governing bodies for athletics around the world), both of whom we were to rely on to spread the word, and get kids moving across the globe.
But thanks to a focused communications strategy, targeting the right media, amplifying the right messages, and activating the right networks, we exceeded all expectations. The result: 641,246 children took part, smashing our goal and setting a new (unofficial) world record.
The web app served as the campaign's central hub, allowing individuals, schools, and Member Federations to easily upload their relay results. Each submission brought the campaign one step closer to its goal of engaging 500,000 children worldwide.
Beyond the core web application, we developed a complete suite of supporting campaign materials including print collateral, digital assets, and social media content. This integrated approach ensures consistent brand messaging across all touchpoints.
To amplify the campaign globally, we distributed the Member Federation Guide to all 214 federations. The guide offered practical advice on engaging children within their communities and provided downloadable assets to help federations run their own localized mini-campaigns.
