The MILO Marathon has been a constant venue for people to stay fit, meet friends and have fun. In 2010, MILO gave the public a more meaningful reason to join its biggest event. Every time a runner joined, part of the registration fee was used to provide underprivileged children with running shoes.

The cause’s communication campaign was inspired by a unique Filipino custom among kids who want to ask their relatives for a new pair of shoes. Instead of giving their shoe size, they trace their foot and send the actual paper cut-out. This iconic foot cut-out became the foundation of the campaign.

The public embraced the cause of MILO. Over 200,000 runners joined as a sign of their commitment to help these children strive for a better life. Because for these runners, they’re not just giving away shoes to these kids, they’re giving them the inspiration to become champions.

An inspiring campaign about a young boy chasing his paper foot cut-out and in the end receiving a brand new pair of running shoes was launched via the following materials: o 60-second TVC - most popular and relevant medium for the target market.

o 60-second Station ID - launched in one of the country’s top shows.

o Print Ads & Magazine Ads – provides nationwide reach and allowed MILO to target a niche group.

o Ambient/Out-Of-Home – used to create buzz in key cities before the race and to provide scale (e.g. Mass Rail Transit).

o Digital – used to disseminate information about the cause and provide a venue for consumers to give their feedback.

o Special Edition MILO® 1kg Canister - used to generate awareness on trade and as an “in-home” reminder of the cause.

o Creative TV Buys – used to feature live updates and actual stories of the recipients.

The people embraced the cause. The number of participants in the National MILO Marathon increased from 183,620 in 2009 to 200,367 in 2010. This allowed the brand to provide more than 4,000 children, from 18 different parts of the country, with a brand new pair of running shoes.

The campaign also made a positive impact on the brand itself. MILO® was able to increase its market share to 90% - its highest ever. This is a clear indication that a lot of Filipinos supported the advocacy and that the whole nation played its part in inspiring these kids in their quest to become champions not just in sports, but also in life.