South Africans aren’t safe to run where they want, and certainly not in the streets of the world’s crime capital, Johannesburg. In 2012, Nike marked one of South Africa’s most commemorated public holidays – Human Rights Day – with a sponsored ten-kilometre race. Nike could help reclaim the streets by organising the race in the city centre, a place few dare to drive, let alone run. To be bolder still, the race was scheduled at night. All communication rallied the city to our cause. We reached our target of 10,000 runners two weeks before the deadline. Our facebook fan base grew by 4,792%. #RunJozi trended on Twitter within 40 minutes of the launch, and stayed at number one for over a week. The results: 350,000 spectators; over R10 million in PR and a growing number of Nike running clubs.
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