The Inspiration Medal –
Celebrating Shared Triumphs
In 2018, Procam International, in collaboration with chlorophyll innovation lab, unveiled the Inspiration Medal at the Tata Mumbai Marathon. This pioneering initiative was designed to honor not just the marathon finishers but also the individuals who inspired and supported them throughout their journey.
Background
In 2018, Tata became the title sponsor of the Mumbai Marathon, with a clear ambition: to elevate India’s presence in the world of long-distance running. For India to be taken seriously on the global stage, the country needed a stronger culture around full marathon participation. Traditionally, however, the bulk of registrations came from the Dream Run, 10K, and Half Marathon categories, with far fewer entrants opting for the full marathon.
Challenges
Encouraging more participants to take on the full 42.195 km marathon posed a unique challenge. This shift couldn’t be achieved through conventional communication alone — running a full marathon demands significant behavioral change, months of preparation, and consistent lifestyle adjustments. A typical awareness campaign would not be enough.
Our approach
To address this, chlorophyll innovation lab applied its proprietary Innovation Dash™ model. The team began by analyzing over a decade’s worth of registration data to identify behavioral patterns — from runners who transitioned from half to full marathons, to those who dropped out after one attempt, and to those who consistently completed multiple full marathons.
This data was supplemented with in-depth qualitative interviews with each segment. The goal was to understand not just the runner’s journey, but what made some succeed where others stopped.
TMM 2018 Inspiration Medal
Key Insights
The breakthrough insight was this: the success of a full marathoner depended heavily on their immediate support system — at home and at work. Preparing for a full marathon involves 9–12 months of intense training, changes in diet, sleep, and daily routines. Runners who had the support of their families, partners, bosses, and colleagues were the ones who were able to stay committed and cross the finish line.
Another profound discovery was the emotional value of the finisher medal. For many runners, the medal wasn’t just a personal memento — it symbolized a journey of sacrifice and transformation, shared by the people who supported them throughout. They wished they could give a part of that medal to someone else.
The Innovation
This insight led to a product innovation rather than a communication campaign. The team conceptualized the Inspiration Medal — a uniquely designed medal that could be split in two:
• One half for the runner.
• One half to gift to the person who inspired or supported them.
The initiative was promoted exclusively through direct access to runners via official event touchpoints — with zero additional media budget. By focusing on the community and the emotional truth of marathon running, the campaign encouraged a meaningful behavior shift toward full marathon participation.
Implementation
Eligibility: Exclusively awarded to participants of the full marathon (42.195 km) category.
Distribution: Upon completion of the marathon, finishers receive the Inspiration Medal, encouraging them to share the second half with their chosen inspiration.
Promotion: The initiative was highlighted through various channels, including official marathon communications and social media platforms, fostering a culture of gratitude and recognition within the running community.
Inspiration Medal
Impact
- Emotional Resonance: The medal transformed into more than just a race reward; it became a symbol of shared perseverance and mutual support.
- Community Engagement: Runners shared heartfelt stories of their inspirations, ranging from parents and spouses to mentors and children, thereby strengthening community bonds and highlighting diverse support narratives.
- Brand Differentiation: The Inspiration Medal set the Tata Mumbai Marathon apart from other races globally, showcasing Procam International’s commitment to innovation and holistic recognition of athletic endeavors.
Earned Media
$
0
M +
Increase in full
marathon enquiries
0
%+
Enquiries for the full
marathon for the next year
0
x
Interest in switching
to a full marathon
to a full marathon
0
+ calls
Conclusion
The Inspiration Medal initiative successfully redefined the traditional concept of race rewards by acknowledging the collective effort behind individual achievements. It fostered a deeper sense of community and gratitude among participants, reinforcing the idea that while one may run a marathon alone, the journey is supported by many.