#Bostonstillrunning

For the first time in its 124-year history, the Boston Marathon was canceled. So how does the Boston Globe, another Boston institution, show people this is not a sign of retreat, but in fact is the ultimate display of strength? You do what any self-respecting townie would do: you remind everyone what this city is made of. By supporting the community, the Globe’s #BostonStillRunning campaign generated valuable support from the community—increased incremental ad revenue, new digital subscriptions, social engagement, and donations serving the city’s restaurants and frontline healthcare workers.

The Challenge: Support the community to increase support from the community: rally Boston and reestablish The Globe’s relevance around the canceled Marathon.

The Insight: Restraint isn’t weakness; it’s the ultimate display of strength.

The Idea: Reframe Boston’s strength as restraint.

Bringing the Idea to Life: A social and print campaign that refueled Boston’s resolve in the fight against COVID-19.

Results: Doubled growth of incremental advertising revenue and digital subscriptions,+499% social engagement uplift, and $50K community support.