Based on the insight that there are no retirement savings in the world that are more important than your health, the Swedish pension company Danica wanted to inspire their clients to invest in their longterm health.

To encourage people to exercise more often, Danica teamed up with Sweden's largest fitness community FunBeat – a Nike Plus-like service where users can track their training – to create the on-going web campaign “The long run”.

“The long run” adds together the training distances of all the participants – and when different milestones are reached, Danica donates money to a good cause.