For this year’s Royal Parks Half Marathon campaign, the aim was to make the parks themselves the lead. Promoting both those supported by The Royal Parks and others in the city, this year’s campaign needed to encourage runners to ‘find their green spaces’ and champion London as one of the greenest cities in the world. As the capital’s most sustainable race, the creative for the Royal Parks Half had to allow the charity to also discuss wider topics such as nature, wellness and mental health, as well as promote their charitable objectives.
With #RunTheParks set as our campaign hashtag, the creative expression was inspired by our very own London parks, with the aim of enticing the audience to step outside and see firsthand what our green spaces have to offer. Flexibility was key for our creative to work across a social campaign, tube campaign, e-comms as well as applications for race day, so various expressions of our hashtag headline were created, allowing for cohesion without the campaign becoming tiresome. By elevating our hashtag to become our headline message, we were able to hero our call to action and easily direct runners to a single online location that allowed them to share stories, pictures, training tips and much more.