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•  The Story

The Easter Seals 24 Hour Relay is a national charity event in which teams of runners raise money to help send children with disabilities to various Easter Seals Camps throughout the summer.

While running for 24 hours is the theme, it is not a grueling, athletic event as the name might suggest. A common misconception the client was eager to dispel.

After interviewing several teams I discovered that over the entire 24 hour period, the actual portion spent running amounted to roughly an hour per person. The rest of the time participants played games, entered costume contests, took in the beer garden, relaxed in the sun and enjoyed a variety of other non-running activities while waiting their turn to pound a few laps.

With this in mind, I created a campaign that championed the "More Fun. Less Run" theme of the 2009 event. The creative attracted several new teams and participants who in one of the worst recessions in history, still managed to raise over $1.14 million dollars for the kids.