The campaign targeted participants who work in highly competitive industries, such as finance and fashion. They are typically short on time and so the AHA needed a strategy that made their target audience feel as if fundraising was simply part of their every day hustle. “Who Runs NYC” took what could have been a typical charity drive and turned it into a challenge. It asked participants to show they have heart for a healthier New York by raising funds to support the AHA.

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. A “Who Runs” wall also allowed participants to write their personal stories about why they Run NYC.

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 11,000 participants raising over $2.4 million. Participants started sharing their experience under the #whorunsnyc, thereby increasing engagement and awareness.