When your competition is your community - race the Bionic 5k
The ask: Increase attendance of amputee runners at the Cambridge Bionic 5k.
The problem: Amputee runners often feel isolated in traditional races, where they rarely see competitors who share their experience. Without a sense of belonging, many hesitate to show up at the starting line.
The insight: Even in competition, we can find community.
CREATIVE BRIEF
Get - Amputee runners
Who - haven’t found a safe space to challenge themselves
To - feel empowered by a community and register for the Bionic 5k
By - showing the Bionic 5k community as the starting line for confidence, connection, and growth.
Creative executions
MEDIA CHANNELS
* Social media - Partner with local adaptive athlete influencers on Instagram and TikTok; share the event in amputee athlete and support FaceBook groups.
* Prosthetic offices - Place flyers and posters in doctor’s offices, leveraging the strong bond between amputees and their orthopedic doctors.
* Community outreach - List the event on EventBrite; post flywers in libraries and college campuses, and collaborate with community liaisons in Brighton, West Roxbury, Dorchester, and Newton to feature it in their newsletters.