While elite, record-breaking runners tend to get the spotlight at the Bank of America Chicago Marathon, we wanted to highlight the 10% of runners who are running for a charitable cause — and inspire others to support them.

Building off of the momentum and success of the BoA Boston Marathon campaign, we used every piece of media around the marathon to amplify these runners and their stories. As a result, we helped drive a 20% increase in donations from the previous year — a total of $35mm — and saw an increase in brand awareness and favorability ratings across all metrics.

Since our campaign was all about giving a spotlight to the charity runners, our radio spots feature the runners themselves as the voice talent — so they could tell their stories in their own words.

Full-page ads in the Chicago Tribune supporting the runners: