How can we encourage and enable Germany’s female runners to sign up for the WRS 2015? We created a local training plan for girls, that inspired, engaged, and activated them through a variety of channels, helping them stay informed on the race and pushing them to run more. Art direction and design played a pivotal role into the communication within the target group. By creating wildpostings, gear giveaways, as well as a traveling food truck for their last push, we went from a 6.5K signup in 2014 to our 10K+ goal for 2015. The food truck was our highlight; it traveled around Berlin to local foodmarkets where girls could trade their KM for raw food created by Lisa Muller, a innovative chef based in Berlin.