world River Run
Running for rivers because our rivers run for us
When signing up for the World River Run (WRR), our community had the opportunity to select the river that they wanted to dedicate their run to. Every step they took on their pledged distance was for their chosen river.
The Run Blue narrative was built into the WRR through Mina’s marathons in Central Asia and the broader source to sea story.
This activation delivered on education and advocacy, including highlighting the work of global River Champions. WRR connected specific local issues (local rivers) to the global water crisis. This is a powerful mechanic as individuals, groups and communities feel they can raise awareness for a river that matters to them personally, which resulted in deeper engagement. Our content also amplified the stories and voices of our Running Water Heroes (renamed from Country Captains) who shared their personal stories.