Attempting to run 26.2 miles without dying is crazy. And the majority of NYC Marathoners aren't from the area so they don’t even have friends or family to cheer them on while they try to survive. So we created a platform that matches these out-of-town runners with local supporters, giving racers a much-needed personal boost during the marathon. 
Runners and supporters signed up through a simple web app.

An OOH city takeover gave us the chance to write a lot of silly lines about dopamine and body fluids. 
We got so many enthusiastic responses on social, but this lady's heartfelt post is just 💕
And the morning after the race, we featured some of our favorite motivational posters in
the NYT 
marathon section, thanking everyone for participating in Adopt a Runner. 
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