Playtex moonwalk...sponsorship of the week

A friend of mine recently participated in the Playtex moonwalk, a Marathon distance walk which takes place at midnight and is in aid of Breast Cancer. Walkers train as per a running marathon and raise sponsorship to fund research.

Aside from a personal connection with this horrible illness and supporting our friend in her efforts,I was struck by the quality of the concept as an example of sports marketing CSR.

http://www.walkthewalk.org/Challenges/ThePlaytexMoonWalk

What a simple,clever example of ticking all the right boxes; a good cause, spot on targeting, PR, subtle branding, deep and meaningful engagement with the target audience......congratulations to whoever put this together, a great sponsorship,I wish I'd thought of that.