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 to promote charity sporting events. Its aim is to promote solidarity through running and contribute to the diffusion of a healthy lifestyle thanks to sports activity. The first three edition of the run took place Sunday, September 8, 2019, Sunday, September 12, 2021 and Sunday, September 11, 2022 on the streets of the center of Padua, starting and arriving in the wonderful context of Prato della Valle. There, the Smile Village was installed on this occasion, with food truck and entertainment. All the proceeds coming from the registration fee (10€ a person) were donated to three local associations, Team for Children O.D.V., L’Isola che c’è Onlus, ViviAutismo O.D.V. and Il Sogno di Stefano ODV. They 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, that has been 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 has worked on the visual and the image of the project, which was then adapted to all the contents and communication tools, including materials, website graphics, social media, video and newsletters. In 2019, the T-shirt was signed by street artist Alessio B., in 2021 the design was entrusted to illustrator Ale Giorgini and in 2022 by the 2BROS Creative artists. The complete wrapping of the streetcar, covered with the visual and the color yellow – the distinctive color of the review – was the major novelty of the 2021 edition, also re-proposed in 2022.
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). It was also 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 September, 4 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). It also took care of the production of videos to depict the most important moments of the day and enhance sponsors with the highlights of the run and the event