RESCUE RUN
Campaign concept for Cubcup 2026 — Shortlisted work Brief: Rescueyhdistys Kulkurit ry Rescue Run is a campaign concept for Rescueyhdistys Kulkurit ry. It turns running into a shared act of good: rescue-themed run club meetups across Finland build a community around the cause, and the campaign culminates in a charity run where every step supports rescue dogs. Every step counts, for people and for Romania’s rescue dogs.
Campaign concept for Cubcup 2026 — Shortlisted work Brief: Rescueyhdistys Kulkurit ry Rescue Run is a campaign concept for Rescueyhdistys Kulkurit ry. It turns running into a shared act of good: rescue-themed run club meetups across Finland build a community around the cause, and the campaign culminates in a charity run where every step supports rescue dogs. Every step counts, for people and for Romania’s rescue dogs.
Campaign concept for Cubcup 2026 — Shortlisted work Brief: Rescueyhdistys Kulkurit ry Rescue Run is a campaign concept for Rescueyhdistys Kulkurit ry. It turns running into a shared act of good: rescue-themed run club meetups across Finland build a community around the cause, and the campaign culminates in a charity run where every step supports rescue dogs. Every step counts, for people and for Romania’s rescue dogs.
RESCUE RUN
FOR RESCUEYHDISTYS KULKURIT RY
STRATEGY
CHALLENGE & INSIGHT
Association’s event marketing wasn’t reaching enough potential participants, and without participants there are no donations. At the same time, community matters more and more to young adults, who crave real togetherness in a digital, individual-focused everyday life. The rise of run club culture is one of the clearest signs of it. Our insight: young adults don’t just want to donate, they want to experience doing good together. Helping feels more meaningful when it’s part of their own wellbeing and community.
STRATEGY
Instead of asking people to come to Kulkurit, Rescue Run goes to where the community already is. The campaign partners with existing run clubs and gives them a meaningful theme for a six-week spring season in cities across Finland. Each week highlights one part of Kulkurit’s rescue work and shows what the participants’ support makes possible. The season builds toward one open charity run, with digital donations for those who can’t be there in person. The campaign reaches its audience of urban 20-35-year-olds, that value wellbeing, sustainability and want more communal experiences, on Instagram and TikTok, first through the run clubs’ own channels and then with paid ads that widen the reach.
Instead of asking people to come to Kulkurit, Rescue Run goes to where the community already is. The campaign partners with existing run clubs and gives them a meaningful theme for a six-week spring season in cities across Finland. Each week highlights one part of Kulkurit’s rescue work and shows what the participants’ support makes possible. The season builds toward one open charity run, with digital donations for those who can’t be there in person. The campaign reaches its audience of urban 20-35-year-olds, that value wellbeing, sustainability and want more communal experiences, on Instagram and TikTok, first through the run clubs’ own channels and then with paid ads that widen the reach.
Association’s event marketing wasn’t reaching enough potential participants, and without participants there are no donations. At the same time, community matters more and more to young adults, who crave real togetherness in a digital, individual-focused everyday life. The rise of run club culture is one of the clearest signs of it. Our insight: young adults don’t just want to donate, they want to experience doing good together. Helping feels more meaningful when it’s part of their own wellbeing and community.
CHALLENGE & INSIGHT
TEAM — REETTA BERG, IIDA VAINIONPERÄ
TEAM — REETTA BERG, IIDA VAINIONPERÄ
COMISSIONS OPEN
FOR INQUIRIES, PLEASE CONTACT VIA EMAIL
CURATE@BERGBYBERG.COM