Inclusive campaign

Sport isn’t just a game. It’s also a powerful tool to break down social and cultural barriers. The annual AG Antwerp 10 Miles & Marathon running competition is a great example. Whether you like to run, walk, or support from the side, the 10 Miles is an unforgettable event that brings thousands of people together. Moreover, the city of Antwerp is constantly working on opportunities to allow everyone to experience athletics and running.

For three years in a row, Allyens organized a campaign to make the Antwerp 10 Miles more inclusive. What can we say, we love a good work-out. The end goal? Use sports to create a dialogue between communities and to generate new positive stories on diversity and inclusion.

The 10 Miles role model

The city of Antwerp wants every individual to reach their fittest potential. So, we needed to find out which obstacles people faced as long-time, new, or would-be runners. Also, we needed to figure out how we could show the inclusive and connecting power of the 10 Miles. These challenges gave us the idea to look for relatable ambassadors or role models.

We carefully composed a group of diverse, strong, and well-connected role models that inspire and positively impact their communities. We selected a mix of macro and micro-influencers, who all believe in the (uniting) power of sports. These ambassadors were linked with their own buddy to prepare for the 10 miles.

Witness the fitness

Of course, we asked the influencers to document and share their preparation process. Target groups could follow their role model’s journey through Youtube, Instagram, and Facebook. This way, we triggered others to also participate in the competition. At the end of the campaign, we showed a compilation video with all of the ambassadors that joined. Yeah, we really wanted to emphasize the connecting element of the 10 Miles.


For the last edition, we launched the hashtag #RunAntwerpRun. By the time you’re reading this, we got more than 600.000 impressions. We’re kind of wow-ed ourselves. Guess our approach worked!



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