Nova Poshta: How we turned a running marathon into a lifelong marathon

Nova poshta, a Ukrainian postal and courier company, hosted an online marathon and changed the perception of marathoners from running a race to running a lifetime.

Challenge

For 6 years now Nova poshta - the leader of delivery in Ukraine - has been successfully holding the seasonal ‘Nova poshta Marathon', uniting during 10 seasons almost 100,000 runners into a powerful community. This year, due to the pandemic, the races could not take place in the usual format and moved online, where each participant could run independently, registering their results and receiving medals by mail.

However, the question remains, how do you talk about running during a pandemic without causing outrage and disgust in society? According to the official information of the Ministry of Health of Ukraine,...

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