Communications Support for Nova Poshta’s “Barrier-Free Marathon 2025”

What was u.comms tasked with in the project?

The agency was tasked with providing comprehensive communications support for the final running event of the season, Nova Poshta’s “Barrier-Free Marathon 2025” in Kyiv. Particular focus was placed on the marathon’s key charity initiative, the “Unity Run,” with proceeds going to support the UNBROKEN National Rehabilitation Center in Lviv.

The team worked under tight deadlines, with just three weeks for implementation. The scope covered the full communications cycle: developing an updated concept and slogan, creating and providing technical support for a bilingual landing page, working with media and influencers, producing a promotional video, coordinating outreach, and providing media support as well as photo and video production at the event.

What was the concept behind the marathon and charity run?

The main goal of the event was to bring Ukrainians together around the world through sport and show that accessibility is about equal opportunities for everyone, regardless of health status, age, or gender.

The key activity was the “Unity Run”, a 1 km distance held simultaneously offline in Kyiv and online across dozens of countries. This format became the basis for the marathon’s main slogan: “Let’s unite in movement. Let’s support through action.” Nova Poshta donated all registration fees from this distance to the UNBROKEN center to provide free rehabilitation for military personnel and civilians with injuries.

How was the communications strategy and media outreach implemented?

The u.comms team built the communications around real, emotional stories from participants. Agency specialists personally interviewed runners from around the world, as well as veterans completing distances on prosthetics, including veteran Roman Chernenko, who ran 10 km, and Vladyslav from the Kyiv region, who took part alongside his wife and baby.

• Web resource and email communications: We developed the copy and bilingual (UKR/ENG) version of the marathon landing page, set up a series of email campaigns with personalized banners, and provided timely participant support.

• Media outreach: Prepared and distributed press announcements and post-event releases to 88 national media outlets and around 500 regional outlets, with targeted adaptations for 23 regions.
• Engaging opinion leaders: Pitched the campaign to more than 80 influencers and 50 running, veteran, and business communities, resulting in fully organic and unpaid coverage.

• Video production: Produced and edited a promotional video for Instagram highlighting how running can unite people of different ages and social backgrounds.

• On-site media support: Coordinated journalists and filmed interviews with speakers and veterans during the marathon.

What results did we achieve?

The comprehensive communications campaign helped attract a record number of participants and achieve extensive media reach.