The “Who Runs NYC?” event took place in the heart of the Manhattan Financial District as entire city blocks were shut down and cloaked in banners and signage. Over 12,000 people filled the streets, lining up to get their official “Who Runs NYC?” t-shirt. The event started with a series of moving speeches, from a young mother who survived a heart attack, to the son of a Wall Street titan who lost his father due to a cardiac condition. In year two, the campaign was aimed straight at the heart. A video of the race, infused with heart-wrenching interviews of people sharing why they Run NYC was captured on film giving the American Heart Association a compelling story for future corporate donors to join their efforts toward a heart-healthier NYC.

Over 100 corporations across the city received “fundraising kits” containing informational posters, challenge posters that could be personalized by coworker against coworker or company against company. Over the span of two short months, the AHA tasked us with breaking prior fundraising efforts, while rebranding the race to feel elevated, cohesive and suitable for the city it takes place in. On race day every banner, signage, and t-shirt featured the campaign. Signage featured victims and survivors of cardiac events, and their stories were captured in a viral, inspirational video. Facebook and Instragram feeds were populated with motivational messages and personal stories.

Over 100 corporations utilized the campaign to drive participation within their companies. At the event, the campaign broke attendance and fundraising goals with an unprecedented 12,000 participants raising over $3 million. Use of social media on Instagram, Facebook and Twitter made it possible to capture personal stories and messages as well as photos and videos on race day, increasing engagement to new heights.