Huge public turnout for the second edition of The Media Running Challenge
Milan, 25 May 2009 – The second edition of The Media Running Challenge was a huge success. The 5 km charity fun-run was promoted by the Coca-Cola HBC Italy Foundation.
Over 1200 runners gathered at the start line, ready to brave the torrid 32°C heat that warmed the entire length of the glorious Arena Civica circuit and Milan's Parco Sempione, where the race was run.
It was a special day for hundreds of people, including journalists, advertising professionals, marketing executives and communications staff, but also for many families, teens and children who took up the challenge to race, but more importantly, to show their support.
The 20,000-plus euro raised, through registration fees and the many spontaneous donations made throughout the day, was donated to not for profit charity In-oltre, an organisation founded in 2004 in Bergamo and active all over Italy. The objective of the organisation is to create services and support-networks for the daily needs of disabled youths and their families.
Also present at the event were the beautiful Ellen Hidding and comedian Max Pisu, who, from the early hours of the morning, kept the public in high spirits together with the official speaker of the Milan Stramilano Marathon, Silvio Omodeo.
The overall winner of the race was Pietro Marzano (17 minutes, 39 seconds) while the first woman to come in was Monica Bonfanti (19 minutes, 6 seconds). They were both awarded prizes by Milan Council's Health Councillor, Giampaolo Landi di Chiavenna. The first journalist to cross the line was Alessandro Turci, while Ivano Lualdi was the first marketing professional, Manuel Grimaldi the first advertising professional, and Alessandro Tomaiuolo the first communications professional.
“We saw a fantastic level of participation, far beyond our expectations,” said Alessandro Magnoni, General Affairs Director at Coca-Cola HBC Italy, “The 1200-plus participants are the best measure of the success of this charity event, now in its second year, which we have promoted and strongly desired through our foundation, and together with the many partners who came along with us on this adventure.”
Sergio Mazzoleni, Chairman of In-Oltre, was also satisfied. “We have been overwhelmed by the results of this genuine charity event. It was a race that saw so many people participate, both runners and non-runners, who put up with the heat so they could offer their help to our kids. It was a really fun and unforgettable day.
The initiative promoted by the Coca-Cola HBC Italy Foundation shows how partnerships between large companies and small voluntary associations are possible; partnerships that help and lend their strength to overcoming all the challenges we face.”
To download the certificate of participation and see the results tables, visit: www.tds-live.com
The whole text of the regulation of this event is available on the Italian version of this page.
Download the poster
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