NEW YORK: The Blue Planet Run Foundation has hired Kaplow to promote the first-ever relay that circumnavigates the earth, designed to spread a worldwide message about the need for safe drinking water.
"Our goal is to launch the safe drinking water issue onto the global stage, and PR is really at the core of achieving that goal," said Matt Kursh, CEO, Blue Planet Run Foundation. "In a noisy media market, we felt we needed some programs that would cut through and have a real impact with the audience, and Kaplow had very innovative ideas on how to do that."
Twenty runners have volunteered to run 15,200 miles, night and day, from June 1 until they finish, 95 days later. Every 10 miles, a runner will pass the Blue Planet Run baton to the next runner, creating what David Herrick, GM, Kaplow refers to as a "media moment"; there will be 1,400 of these media moments around the world.
Kaplow will use a five-day lead time in targeting media in villages, cities, and towns where the Run will pass through, making the runners accessible to media along the way.
"There are so many stories that will organically take place in middle of the night, whether it's animals investigating runners passing through Mongolia, or the police weighing in whether the run should pass through the city in Russia, to Chinese authorities debating on whether to accommodate runners as they enter through China," Herrick said. "This is truly the big reality show of the summer."
Kaplow will also endorse major media events as the Run passes through London, Paris, Brussels, Berlin, Moscow, Tokyo, San Francisco, Los Angeles, Chicago, and New York. "Our job is to make sure that media around the globe can experience this Run and take note of the safe drinking water issue through our citizen runners," Herrick said.
Kaplow is currently in talks with five agencies around the world who are potential media relations partners. Those relationships will be announced in the coming weeks, Herrick noted.