ZERO WASTE

Harness your potential

In a time when more and more people are choosing to spend their free time actively in nature, running events have become a popular way to connect with nature and the community. However, many runners struggle to find events that align with their values, such as sustainability. Research conducted in Flanders has shown that event attendees are increasingly demanding environmentally sustainable approaches to event organization. Additionally, a pilot study in Belgium reveals that the main barriers to participating in running events include a lack of time and interest. Armed with these insights, we designed a strategic communication campaign for Lahinja Trail, ensuring that the first zero-waste running event in Bela Krajina reached a wide audience and attracted numerous participants.

Client	RIC Bela krajina
Service	Creative and design
Team	Diana Gajić Anja Grabar Darja Štukelj Rus
Year	2024

The visual identity of Lahinja Trail

We began the project by designing a graphic identity that reflects the harmony between movement and nature, which is the essence of the event. The sustainably designed logo features a stylized river winding through a forest, symbolizing both the physical challenge of running and the experience of connecting with nature. We used colors and elements that represent the natural beauty of Lahinja Landscape Park, along with a dynamic curve representing the trail. This created a recognizable visual identity and brand consistency, inspiring participants each year to appreciate the park's natural beauty as they run.

Digital Advertising Campaign

We promoted the event through a digital advertising campaign that included the visual design and creation of three types of static ads. Each ad focused on a different visual theme – running, people and emotions, and the natural beauty of Lahinja Landscape Park, which the trail route showcased. Advertising was conducted on two key social media platforms, Instagram and Facebook, where we reached a broad audience of outdoor runners and nature enthusiasts. Through engaging communication and attractive ad materials, we emphasized the unique and sustainable aspects of the Lahinja Trail event.

Influencer Campaign

To increase the visibility of the event, we collaborated with three online influencers: Pina Umek, Maja Mihalinec Zidar, and Kim Ameršek. Their role was crucial in promoting the event, as their social media posts significantly boosted its recognition and encouraged participation. Together, they shared nine stories, achieving over 16,000 views and reaching more than 15,329 users. The influencers also attended the event in person, participating in the run and creating video content that further promoted Lahinja Trail and its sustainability goals. This approach ensured authentic and effective online promotion of the event.

Results:

The Lahinja Trail 2024 campaign exceeded all expectations. A total of 186 runners registered for the event, with 164 participants, marking an over 450% increase compared to last year. The event was successfully held as a zero-waste initiative, further strengthening its sustainability focus and raising the visibility of Lahinja Landscape Park.