Dubai Humanitarian’s ‘Run for Humanity’ initiative was the banner for this year’s Dubai Marathon. Developed in collaboration with ThinkSmart, YallaGive, and Dubai Marathon, the campaign aimed to foster community involvement through digital content, social media outreach, and on-site engagement.
“This year, we looked at our participation in the Dubai Marathon differently. We thought of a multi-partnership approach that emphasises first our aim of participation and second, offers better content sharing with a wider size of audience. We implemented an engaging and dynamic strategy for content creation through different channels,” says Hanan Al Marzooqi, Director of Operations & Humanitarian Initiatives at Dubai Humanitarian.
The ‘Run for Humanity’ campaign
Prior to the marathon, the campaign focused on short-form video content that highlighted the causes and impact of the initiative, which were then also repurposed as teaser videos to drive excitement for the event.
The campaign was rolled out on Instagram and TikTok and included engaging social media posts such as reels, stories, and static content, in collaboration with influencers. Participants received personalised invitation boxes, which were used to encourage participation and incentivise content creation that would be shared on social media.
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ThinkSmart’s hub and studio played a key role in curating and streamlining content messaging, as well as supporting the recording of reels and videos. Messaging was aligned across all platforms to ensure storytelling elements drove both engagement and donations.
“Through our partners, we collaborated with fitness influencers and content creators to amplify the campaign’s reach. The initiative also saw participation from key figures in the humanitarian and sports sectors, like marathon runners and sports enthusiasts, in addition to young students. Furthermore, corporate and academic partners, as well as community-driven initiatives, played a supporting role in driving awareness and engagement and made it to the finish line with great enthusiasm,” says Marzooqi.
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As part of the initiative, participants and supporters had the opportunity to contribute to charitable causes by selecting their preferred humanitarian organisation through YallaGive. Proceeds from the event were then directed to Dubai Humanitarian.
“Fundraising efforts were powered by YallaGive, a platform by a company based at Dubai Humanitarian. For the marathon, it facilitated donations for 12 participating humanitarian organizations, each running dedicated campaigns that align with their causes. In addition, Dubai Marathon’s official communication channels amplified awareness and encouraged participation,” says Marzooqi.
Traditional and on-ground activations
Traditional media also played an important role in raising awareness during the days leading up to the event. The campaign was announced through a press release and supported by on-site and radio interviews leading up to and during the marathon.
Beyond digital outreach, the ‘Run for Humanity’ campaign featured offline activations. At the marathon, runners and supporters engaged with a dedicated stand, an Instagram corner, and on-site giveaways designed to maximise brand exposure.
“To create a deeper connection with participants, we also activated an on-ground presence at the marathon, featuring an interactive stand, an Instagram corner, complimentary coffee, and giveaways to welcome participants, take memorable photos, and network. Through this integrated approach of blending digital outreach, fundraising, media engagement, and immersive on-site activations, we inspired collective action and maximised impact for humanitarian causes,” says Marzooqi.
The campaign was designed to engage a diverse audience, particularly sports enthusiasts.
“Youth and families were drawn in through engaging content that fostered a strong sense of community involvement and a spirit of giving. Corporate entities had the opportunity to align their CSR initiatives with meaningful causes, reinforcing their commitment to social responsibility. Runners and fitness enthusiasts were directly involved through marathon participation, creating a powerful link between physical endurance and humanitarian support. Meanwhile, humanitarian supporters, including donors and volunteers, were mobilised to contribute, further amplifying the campaign’s reach and impact,” says Marzooqi.
Impact and outcomes
The success of the campaign was measured through key performance indicators reflecting both engagement and impact. Approximately 300 individuals took part in the initiative through Dubai Humanitarian.
“Fundraising efforts also saw strong results, almost doubling the funds raised for the participating organisations via YallaGive, compared to last year. On social media, increased engagement, impressions, and visibility demonstrated the campaign’s digital reach. Additionally, extensive media coverage across various platforms and traditional outlets further amplified awareness and reinforced the campaign’s overall success,” says Marzooqi.
