India’s first ever Women’s half marathon, the Stayfree DNA iCan Women’s Half Marathon was organized in Mumbai on the 11th of March, 2012. The event conceptualized by SportzConsult, was a resounding success with more than 2800 female runners participating in the first edition. Over the last four editions, we have more than doubled the participation to over 6000 female runners inspiring them to adopt a healthy lifestyle.
Stayfree Advanced, living its promise of caring for women’s welfare, was the presenting sponsor for the event. We helped Stayfree leverage the association through an innovative ‘Bring down the wall of irritation’ campaign where runners physically broke the symbolic wall encapsulating different issues concerning women like public safety, cervical cancer, girl education etc. at the start of the marathon. Stayfree ran the campaign for its community of 50000 fans on its Facebook brand page. Through the concept, Stayfree not only benefited from the mass visibility, but also the general good-will generated among the minds of the participants.