We positioned election style signs along running paths in public parks where runners were found already in training. As they were running, they could see sequential messages that gave them insightful tips about their training. Signs were posted on Friday evenings and removed on Sundays to capitalise on peak running periods and minimise the chance of public officials shutting the campaign down. Not only were the messages sequenced, but each execution was unique to specific parks.

The campaign was a huge success. Race day participation was up 13% from the previous year. The campaign won gold at the Canadian Media Innovation Awards.