Many of us originally started running to raise money for a charity.

Visit any major marathon site and you’ll see literally hundreds of causes for which women runners are raising money (I counted 68 charities on the Chicago Marathon website). Need a quickie micro-site to assist your fundraising efforts and allow people to make donations online?  Firstgiving.com provides turnkey, ready-made sites for just this purpose. 

But I’ve noticed something else happening with running – quietly but steadily as people all over the world grapple with the really big issues of our time. Increasingly, women (and men) are using the sport as a vehicle for getting their messages out for social justice and change.

From a marketing and communications perspective, this makes a lot of sense. There are always plenty of cameras at running events, and every participant’s back is a potential moving billboard – a tabula rosa for cause messaging.

Last month, women from the organization WORLDwrite ran the Adidas Women’s 5K Challenge in Hyde Park, London to get their message out about immigration reform and the organization’s platform for open borders across nations.  This enthusiastic group of women runners staged their event with the catchy phrase “Freedom of Movement,” to help promote WORLDwrite’s newly released film The More the Merrier, which depicts immigration as an inspiring example of our capacity to take charge of our own destiny and environment.

Of course, athletes have frequently used their limelight and celebrity to highlight the voice for change.  Who will ever forget those impactful images from the 1968 Olympic Games in Mexico City in which 200 meter bronze medalists Tommie Smith and John Carlos raised their fists in solidarity as the Star Spangled Banner played?  But it’s interesting that with the general democratization of running, popular movements are increasingly being given voice at races and running events all over the world.

I think this trend may be one to watch.

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Tags: cause marketing, running for a cause, charity, Charity Running, immigration reform, the more the merrier, worldwrite, Adidas, adidas 5k challenge, firstgiving.com

I love the idea. Not sure if I agree with their slogan in particular...Ferraris for All, it may give the wrong idea about what 'worth' really is associated to. But I support people running for causes, to raise money and awareness albeit they are reputable. Posted by: Karen on Oct 13, 2008 at 04:38 PM

Definitely one to watch. I love this. Lets get political. Lets make some changes. Change is in our hands. Active women. Active world. Posted by: Sarah on Oct 13, 2008 at 12:59 PM