Background:

The Masingita Mall 4-in-1 Marathon is one of just 54 officially recognised Comrades Marathon qualifiers in South Africa and the only one in rural Giyani, Limpopo. In 2024, over 1,500 runners registered, with more than 130 successfully qualifying for the Comrades. For many of them, it was their first formal race. In a place where opportunity rarely arrives, this marathon doesn’t just offer a route but opens a rare and powerful pathway to one of the world’s most prestigious ultra-marathons.


Brief:

Marathons are often marketed to the elite. But in rural and underserved communities, talent and tenacity often go unseen. The Masingita Mall 4-in-1 Marathon set out to change that, not just by promoting a Comrades Marathon qualifier, but by giving local runners the opportunity to achieve what once felt out of reach. The aim was to reposition the marathon as more than an elite sporting event: a platform for rural empowerment, pride, and national recognition. The goal? To make the Giyani marathon matter on a national scale, without celebrity endorsements or major media budgets.


Execution:

To bring the Masingita Mall 4 in 1 Marathon to life, we anchored the campaign firmly in the community by spotlighting local heroes, most notably Vho Masindi, a 58 year old vendor whose journey from humble beginnings to Comrades qualifier became the heart of the story. This authentic narrative embodied the marathon’s spirit of resilience, empowerment, and possibility.

We turned Vho Masindi into a living symbol of the marathon’s mission by sharing her story through video content across social media channels, including Facebook, Instagram, and WhatsApp. This community driven storytelling continues to amplify local pride and inspire participation far beyond the region.


Results:
To date, the Masingita Mall 4 in 1 Marathon has achieved a 37% increase in race entries and an 11.5% uplift in sponsorships coming on board. For a race rooted in one of South Africa’s most underserved regions, these results signal more than just growth but reflect the marathon’s rising influence as a platform for opportunity, pride, and national recognition.