SOCIETY

WIND, in the Corporate Responsibility Strategy framework, decided to support the Run Greece institution, which is organized by the Athletics Federation (SEGAS), since energy sustainability was a key factor in the design of the action. Run Greece program is a vehicle through which WIND, as an Official Sponsor and a Nominal Sponsor of the 5 and 10 km races, reaches the audience in seven cities across Greece, through an equal number of local sporting events, giving it an extra character of social contribution.

The message "We run together, with another attitude", through which WIND communicates its action at Run Greece, is not only a message of sports participation, but also a substantial contribution to society, inspired by the participants effort. The idea is based on the concept of rewarding personal effort, which is translated into moral contribution and participation of consumers. The contribution that corresponds to the power of people to overcome their own limits running at the pace, intensity and the way they can.

More specifically, WIND invites people of all ages to run in order to embody the symbolic message of effort and personal fight. In return, the company covers all costs and material needs of the running events, while, for each runner participating in the games, WIND offers a certain amount to an institution for children in the city where the race takes place. The program began in May 2013 with games in six cities across Greece. In 2014, another city was added and the organization arrived in Thessaloniki, Larissa, Heraklion, Ioannina, Kastoria, Patras and Alexandroupoli. For the communication of the the Action, a 360◦ approach was adopted that included above the line communication, BtL, online & social media, public relations program & publicity, individual donations to famous athletes, endorsement of "ambassadors" - members of WIND Running Team who are popular personalities. In the context of this action, local WIND and Public stores designed discounts and offers on products and services for Mobile, Fixed Telephony and Internet. Moreover, synergies were developed with local businesses for disposing discount coupons via WIND stores.