Reverse Run, a butt-first, backwards run for colon cancer awareness. Reverse Run is the first charity run to directly identify where the disease occurs, making awareness an integral part of the run by having participants cross the finish line where the problem starts—the butt.

This one-of-a-kind run created a dialogue around colon cancer that previously did not exist. Reverse Run’s cheeky approach removed the social stigma of talking about colon cancer and educated participants about the disease.

Running backwards to move awareness forward.

In April we launched the inaugural Reverse Run. Colon cancer survivors, runners, doctors, families, and press were in attendance. At first glance, the run appeared to have all the elements of a traditional run, but the unusual sight of hundreds of people running backwards set it apart. Posters explaining the early warning signs of colon cancer were placed along the course and runners crossed the finish line butt-first. Every part of the run was another opportunity to remove the awkwardness of talking about colon cancer.

In preparation for Reverse Run, we made sure the whole city of Chicago was talking about it. We hosted Reverse Run training sessions in parks, hacked regular runs by running them backwards, and placed Reverse Run posters throughout the city.

We developed shareable social posts for media and running influencers targeted to local media outlets. This media push resulted in widespread coverage and unprecedented participation.

The first-ever Reverse Run created a brand property for colon cancer. Between the press coverage and social media posts, Meredith’s Miracles Colon Cancer Foundation achieved unprecedented engagement and awareness. Garnering over 18 million impressions and making butts trend for a good cause, we stopped the embarrassment that surrounds colon cancer and started a conversation about saving butts. Every runner that crossed the finish line butt-first, became an advocate for awareness. This created a movement that's just getting started and because of the run’s phenomenal success, future Reverse Runs are currently being planned in more cities. The inaugural Reverse Run also raised enough money to help support the treatment of four families struggling in their fight with colon cancer.