Los Angeles didn’t need another 10K race, but the organizers of the Santa Monica Classic saw an opportunity to start an annual event tied to protecting a resource close to the hearts of Los Angeles residents: the beach.
We created a :30 TV spot that qualified for free public service media, allowing major exposure for what could have been a minor event. The spot focused on what was different about this race: that all money raised would benefit Heal the Bay, a local charity. First year entries exceeded the organizer’s goal, and the race is now in its sixth year.