The Mumbai-based English daily DNA has kickstarted a campaign inviting entries from ladies only for its first-ever half marathon scheduled to be held on March 11 from Bandra Kurla Complex in Mumbai. The theme of the half marathon, 'I Can', sums up the attitude of women achievers across fields. Stayfree Advanced is the presenting partner for this half-marathon.
The daily is also banking on radio spots, online, corporate activations, OOH and TV. All this will be supported with print ad campaigns in DNA, with full pages, jackets and daily ads to raise threshold awareness starting next week.
The marathon is also being promoted through the microsite, www.dnaindia.com/marathon. DNA will also highlight three registered runners every week in the newspaper, giving the runners a chance to tell their story, why they chose to participate in the half-marathon and their vision for a brighter future for the women of Mumbai.
To ensure maximum participation of women, the marathon will have three categories -- a Half-Marathon of 21kms, a 'Spirit' run of 10 km; and a 'Fun' run of 5 km, which will have a registration fee of Rs 350 each issued on a first come first serve basis. DNA expects 5,000 women to participate in the event. The last date for registration is Wednesday, February 29.
The minimum age limit of participants in the Half-Marathon and Spirit run is 18 years, while the minimum age limit for the Fun run is 12 years. However, minor girls can also participate in the Fun run if their mother and/or guardian is participating. Only the female parent or guardian will be allowed to accompany a minor girl child in the Fun run.
Through the platform of the women's half marathon, DNA wants to highlight three key issues concerning women -- cervical cancer, women's safety in public places and girl child education. The registration proceeds from the half-marathon will go towards funding the activities of NGOs including The Tata Memorial Centre (TMC), The Akanksha Foundation, Cancer Patients Aid Association (CPAA), Point of View, We, The People and Anhad.
Gautam Dalal, vice-president, marketing, DNA, says, "From the time we launched in 2005, we have ensured that every section of our paper remained conscious of the reader, especially the women. DNA has a large number of working women as its readers. This prompted the launch of the first-ever half marathon for women."