Bionic 5K
The Bionic Project is a nonprofit dedicated to dismantling disability bias through education and inclusive events. Their annual Bionic5K celebrates mobility and inclusivity, bringing together adaptive athletes and runners of all levels to support their mission of empowering individuals of all abilities.
Brief Background
Goal
Increase attendance of amputee runners, walkers, and rollers at the Cambridge Bionic 5k by 50%.
Audience
Amputees aged 25-50 who exercise occasionally (once or twice a month) and have never participated in a 5K race. While they have embraced their identity as differently-abled, they feel uncertain about overcoming physical limitations in completing a race. They are part of supportive communities and have things they yearn to try.
Problem
Audience doubts their ability to finish a race, letting perceived obstacles become reasons not to sign up.
Desired Action
Feel confident in challenging themselves by signing up for the race.
Insight
Fear of failure keeps people from even trying, robbing them of the chance to discover what they’re truly capable of.
Key Message
Nothing’s stopping us.
Creative Brief
GET – Regular Amputee Folks ages 25-50
WHO – doubt their ability to finish a race
TO – feel confident in challenging themselves
BY – making them realize that fear of failure robs them of the chance to discover what they’re truly capable of
