After the assasination of Prime Minister Rafik Hariri, Lebanon was torn into two main political groups which threated the unity of the country. We proposed a symbolic 5K run that would drive the message of unification in the country and place Beirut International Marathon closer to the hearts of people.

The campaign was launched with outdoor (billboards), ambient media (Branded towels placed on the necks of key national statues) and in the major local radio and tv stations. Additionally, a press conference was organized with all the key media and opinion leaders present. During the event, the whole track was branded and branded bottles and t-shirts were distributed to the participants. Also, all the major local networks covered the event live, in addition to some international networks such as RFI, Euronews and CNN.