Psiaraton ran into Silesia!

In 2022, we once again collaborated with the Silesia Marathon. By joint efforts, we organised Psiaraton – Dog Marathon. The event was aimed at dogs and their owners. Our goal – apart from generating a large dose of natural endorphins – was to support local shelters. We have managed the promotion of the event, tailored the communication to dog owners, as well as supervised the general development of the project, making the event even more appealing by creating a variety of engaging activities for dogs and their humans. During the event, we gathered a great amount of food and funding for local shelters.


eMinePro at the helm

Specialists from both Creative & Strategy and Social Media & Content Marketing departments took an excellent care of the run’s promotion on Silesia Marathon’s Social Media platforms. We conducted simultaneous communication on the Psiaraton event and Silesia’s fanpage. We established partnerships with dog-related companies that demonstrated their services on the day of the event. As eMinePro, we mad an appearance at the venue of the run and ensured that the event ran smoothly and participants were content.

How to communicate to dog lovers?

Our focus was on direct communication to dog owners. Posts on Social Media were fromdogs for dogs. “Hey, dogs! Remember tomorrow’s Psiaraton. Bring your humans, there are loads of activities waiting for them on site”. – is just one example. The campaign had a very favourable response and evoked positive emotions in the recipients. In addition, a characteristic feature was the inclusion of the prefix “psi” to words that described events, objects or activities taking place.

Doggy Games

For us, an intriguing challenge was to create a space at the event enriched with four-legged attractions. These included the following: a Dog Swimming Pool, a Photo Booth, a Dogologist  and a Dog Massage Area. This allowed owners with their dogs to cool down before (or after) the run, take a souvenir photo, get advice from a dog behaviourist or relax their paws after the kilometres they had run. These types of activations added variety to the Psiarathon and provided an opportunity to promote pets related service providers.

Run with (not)your dogs

We know that not everyone can have a dog at home, although they really want to. That is why, as part of the co-organisation of the Psiaraton, we established a partnership with the Shelter for Homeless Animals in Katowice, and then encouraged the marathon participants to contribute to helping the animals. We gave them the opportunity to “borrow” a dog from the shelter and take it to the marathon!


Communication strategy

Communication in social media

Consultation and support

Graphic and video creation

Public Relations


90 dog marathon participants, including 9 pets from the shelter
119 tins of wet food
200kg of dry food
2 cases of dog crushes, potentially ending up with pet adoptions
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