Campanie
General Information:
Strategic approach:
| Strategic approach: |
In 2023, a year of 365 days, Earth's renewable resources were depleted by humanity on day 214, on Earth Overshoot Day, an essential biocapacity and ecological footprint milestone that scientists have been warning about ever since 1961. If we look at Earth’s time as a year-long sports race, reaching Earth Overshoot Day on August 2, just a couple of weeks after the first half of the year, would be like joining a marathon and running completely out of energy halfway through the race. Time cannot be turned back, as nature doesn't have a reverse button. In response to this challenge, the Oltenia Marathon, an event supported by CEZ Romania in the last 11 years, has created 'Athletes for Nature' a platform dedicated to raising awareness about the actions athletes must consider to extend Earth’s time. For 11 years, the forest in Râmnicu Vâlcea has hosted the Oltenia Marathon, a CEZ Romania event that promotes two of the greenest sports, with minimal environmental impact: trail running and cycling (MTB). In a summer when all news headlines signaled record-setting temperatures, the 11th edition of Oltenia Marathon was launched through a philosophy of responsibility towards to Earth, challenging participants to become "1 with sports, 1 with nature". The campaign highlighted the idea that athletic performance becomes more valuable when achieved responsibly, in harmony with nature, and strengthened the Oltenia Marathon community under a common mission: saving and reversing time for Earth. Launched on August 2, to help raise awareness on Earth Overshoot Day and the needs of the environment, the Athletes for Nature platform provides the tools to save and reverse time for Earth by popularizing nature-conscious behaviors in various contexts related to sports: commuting to the training location by green means of transport, choosing local nutrition, choosing qualitative sports equipment that lasts in time and can be recycled, as well as setting an example in the sports community. |
Execution:
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