Pink is Punk is a Swim and Run competition created to support the Safe & Sound Breast Cancer Awareness Program.
It started by collecting funds from group classes at Ignite wellness & fitness (the organizer) and selling Pink is Punk t-shirts. In 2010 Pink is Punk was transformed into a sports event open to everyone. Since then, Pink is Punk Swim:Run event happens every year in October, the month that celebrates Breast Cancer Awareness worldwide.
Even though these sort of events are common in the region, Pink is Punks has a unique ambiance. The setting for the event is on the beach at one of the most exclusive resorts in The Palm, the famous palm tree shaped manmade island in Dubai. The team behind the event has also managed to create close ties with participants due to their genuine interest in raising funds for the Breast Cancer Program. All of these features were used by our team to promote the event in the media.
The message behind the event encourages people to have healthy lifestyle habits and to exercise, by creating fun sporting events for all community, while raising awareness for a noble cause. Over 4 years, Pink is Punk had over 400 participants in each competition, ranging from 8 years old to 40.
Over 150.000 in AVE was gathered in this years’ event, with 3 tv channels covering it – the very first time this event had any tv coverage.
Additionally, YoungNetwork Middle East also obtained an 8 minute unpaid radio interview in one of the only sports programs in Dubai – The Grill, by Dubai Eye. National Newspapers and the main leisure magazines (such as Time Out Dubai and What’s On) also featured the event, with over 30 media results – the greatest results ever!