Frida Mom NYC Marathon Activation

 Some marathoners take water breaks. Others have their water break.

Research shows pregnancy requires the same physical endurance as a 40-week marathon. So on the day of one of the biggest marathons in the world, I helped Frida Mom celebrate millions of unsung endurance athletes: moms.

Beyond the similar physical endurance, there are a lot of similarities in the language around marathons and pregnancy. So to make the world fully aware of this fact in a big way, we created a full-page ad in the New York Times on marathon Sunday. And made sure no one could miss it with the word “cervix” big and bold.

The campaign also included a lot of social, with a brand act of giving away the Frida Mom Postpartum Recovery Kit, along with a “Pregnancy Marathon Finisher” medal to anyone who gave birth on the day of the NYC Marathon.