SMILE RUN is a non competitive, 5+10 km run, organized in the heart of the city of Padua by YAK Agency and Charity Running A.S.D., an Amateur Sports Association that is meant to promote charity sporting events, aiming to promote solidarity through running and contribute to the diffusion of a healthy lifestyle due to sports activity. The first edition of the run took place Sunday the 8th of September 2019 on the streets of the centre of Padua, starting and arriving in the wonderful context of Prato della Valle, where the Smile Village was installed on this occasion, with food truck and entertainment. All the proceeds coming form the registration fee (10€ a person) were donated to two local associations, Team for Children Onlus and L’isola che c’è Onlus, which work for the development of projects meant to help children and kids affected by serious forms of cancer and leukemia.
YAK Agency created the concept and all the digital and printed materials used to shape the event identity and promote the run. After choosing the name, which is deeply connected to the objective of “contributing to a smile”, the team worked to define the visual and the image of the project, which was then adapted to all the contents and communication tools: materials, website graphics, social media, video and newsletters.
The website www.smilerun.it was conceived to tell about the project and the participation modes, collect registrations to the event and enhance the event’s partners and beneficiaries. Optimized to be correctly viewed on mobiles, pc and tablets, so that conversions could be as fast as possible no matter the access instrument, the website was graphically set following all the features of the event’s image (colors, font, logo) and integrated with the analysis systems to monitor the campaign performance and optimize the budget investment.
Facebook and Instagram were the promotional social channels for SMILE RUN: YAK Agency’s team realized all the advertising campaigns, published posts on different themes (partners, numbers, places, countdown and motivation) and dealt with the community management activity before, during and after the event. The agency also managed the live sharing of photos of the event with the hashtag #SMILERUN, which were then showed in real time on the Social Wall of the stage installed in the Smile Village, in Prato della Valle.
YAK Agency managed the press office and media relations activities for SMILE RUN, to enhance its visibility and reputation also through on and off line, generalist and sectorial, press services, before and after the event, to meet the media requests and provide newsrooms with cues, anecdotes and interesting facts that could become news. Moreover, we organized the opening press conference (held on the 4th of September in the city hall of Padua) and, to promote participation, we built two partnerships with the newspaper Il Mattino di Padova and Radio Padova, planning advertising and editorial insertions alternatively.
YAK Agency reported about all the phases of the event (before, during and after) with photo contents dedicated to the event setting, live pictures of the run and images focused on the most significative moments of the day (entertainment, Smile Village, run packs, warm-up, charities receiving checks) and with the production of videos to depict the most important moments of the day and enhance sponsors with the highlights of the run and of the party.