The opportunity:
Maximise participation at the annual Totalsports Women’s Race.

Sports retailer TotalSports, asked us to come up with a campaign that would inspire women of every demographic to join them for their annual women’s race in support of breast cancer awareness.

The insight:
People are more motivated to run for something bigger than just themselves.

On digging into runners’ motivations it quickly became apparent that their participation was, in most cases, based on support for someone else. The sum of all those gestures produces a race far more meaningful than one that merely battles the clock.

The idea:
Run for life.

The TS Women’s Race is about running for more than a personal best – life. An ode to the most beautiful thing we share, and a salute to all those fighting for it.

The execution:
A rallying call to all women across South Africa.

The combination of bricks and mortar stores plus social media produces a powerful platform for powerful messages. So we created an integrated campaign that would inspire women of all walks to take action and spread the word.

The result:
Record entries to the TotalSports Women’s Race.

Our message resonated across South Africa. All races in Cape Town, Johannesburg and Durban all saw record growth in entries and support.