GALE and MilkPEP launched the 26.2 initiative – a campaign geared towards supporting female-identifying athletes participating in this year’s New York City Marathon to be held on November 6, 2022. Through this campaign, Milk will be sponsoring every woman runner that participates in the famed marathon race and empowering young girls through a partnership with nonprofit Girls on the Run.
Milk will be providing the women that signup with essential running gear, educational resources, and a network of support. The 26.2 campaign will culminate in a donation matching every Team Milk’s member’s registration fee (up to $600k) to Girls on the Run – an organization dedicated to empowering young girls through running.
Our work on creating and launching a national casting call through expansive digital and static ads across some of NYC’s most popular running routes allowed potential participants to scan a QR code that took them directly to Team Milk’s sign up page. Milk also took over Times Square, turning the NASDAQ billboard into a 3D glass of milk. During the Marathon, Team Milk runners will be able to utilize an on-site photo booth to then have their image be syndicated onto a NYC billboard. These high-visibility touchpoints further Milk’s mission to sponsor women of all shapes, sizes, and stories beyond an ad spec.
“Milk is proud to support female runners in this year’s marathon. When only 7% of the US $30 billion spent globally on sponsorships is directed towards sportswomen, it’s time for a change,” says MilkPEP CEO Yin Woon Rani. “Our 26.2 program aims to not only shine a light on these powerful female runners but to be a physical resource during every touch point of the marathon - the training, the expo, the race itself and beyond the finish line into recovery. Our goal is to make 26.2 more than an ad but an action - a promise to sponsor every woman running the marathon and to support the next generation of runners to come.”
“26.2 builds on our strategy of repositioning milk as a performance drink, based on the truth that milk has been fueling athletes and helping people perform for centuries,” says Winston Binch, Chief Brand & Experience Officer, GALE. “Instead of sponsoring the NYC Marathon, we decided to sponsor every woman running with the goal of making their experience as memorable as possible.”
For more information, visit: https://gonnaneedmilk.com/26.2
Watch the promotional video: https://youtu.be/Y42gw1cvYE8