As one of the oldest Private Hospitals in Singapore, Mount Elizabeth Hospitals has been treating patients for over 30 years. With the average demographics, the brand recognized its need to reach out to a younger group and connect to them in a new way.

How then, could the brand reach out in a way that was health related (a traditionally boring subject) and yet achieve a newsworthy event that starts conversations on social media?

Run for Cover - Singapore’s first 24-hour treadmill marathon, covered by 16 news media outlets in Singapore and Malaysia and an astronomical number of social media shares for a single event. On top of all that, it helped raised funds to provide free cataract surgery for over a hundred needy individuals.