Title	RUN FOR PEACE
Brand	NIKE RUNNING CLUB, SPORT TIME
Product/Service	PUBLIC EVENT, SYMBOLICAL ACTION
Category	B07. Use of Events
Entrant	NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA
Idea Creation	NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA
PR	NEW MOMENT NEW IDEAS COMPANY Belgrade, SERBIA
Production	MEDIA PLUS Belgrade, SERBIA

Name	Company	Position
Žarko Sakan	New Moment New Ideas Company	Managing Director, Owner
Dušan Drakalski	New Moment New Ideas Company	Regional Creative Director
Ana Šutić	New Moment New Ideas Company	Creative Director
Igor Milovanović	New Moment New Ideas Company	Head of Art
Nemanja Vučinić	New Moment New Ideas Company	Executive Managing Director
Tijana Marčićev	New Moment New Ideas Company	Senior Account Manager
Lazar Sakan	New Moment New Ideas Company	Creative Manager
Aleksandar Krstić	New Moment New Ideas Company	Agency Producer
Goran Đikić	Media Plus	Producer, Owner
Maša Vučković	New Moment New Ideas Company	Media Relation Director
Branka Conić	New Moment New Ideas Company	PR Director
Goran Rudinac	New Moment New Ideas Company	Digital Director
Zorana Radivojević	New Moment New Ideas Company	Digital Account Manager
Stano Đuranović	New Moment New Ideas Company	Digital Project Manager
Rade Radivojša	Freelance cameraman	Reporter
Boogie	Boogie	Photographer

The Campaign

We felt the need to raise awareness about the importance of global change of attitude towards refugees. That's why we brought real tanks on the streets of Belgrade, and organised a symbolical action called Run For Peace. Tanks and military vehicles followed the runners, creating a powerful visual metaphor and inviting the world to support the ones who run for life. Global media shared the news of this event within hours, and the message reached millions of people across the world.

Creative Execution

With this symbolical action we gave running a new meaning, which caused the change in behavior among the runners of the turbulent Balkan region, and indirectly among the running community worldwide, spontaneously creating a sort of "challenge".

We invited representatives of all relevant media (National Television, CNN, Al Jazeera, USA Today, Huffington Post, Asia Today and many others), as well as social influencers, running community representatives, local and global opinion makers, and relevant humanitarian organizations (UNHCR). Given the fact that this high-impact content was broadcasted by the world's leading news agencies, the achieved reach of this news was global and public awareness about the importance of general change of attitude towards refugees was radically raised.

Traditional media - the broadcast, print, radio, as well as social and other media played a significant positive role in this situation, and they also acted as a force that caused this message to instantly spread and reach the millions of people worldwide.

Insights, Strategy and the Idea

Our targeted audiences were local and global public and governments. That is why our strategy was creating and distributing valuable, relevant and consistent content to attract and acquire our audience – with the objective of raising awareness about the importance of global change of attitude towards refugees. We articulated our strategy for communicating with the media and the public, defining the purposes of those communications – to raise awareness, inform the public, change public opinion, motivate political action, promote the running organisations...