Milk’s 26.2 program generates awareness for gender inequality in sport and will only feature women in campaigns.
In a world where only 5 percent of sports media coverage goes to women, the MilkPEP educational organization is redirecting the spotlight to women with the launch of its 26.2 initiative, which aims to support every woman running a marathon this year. The campaign (named for the mileage in a marathon) is not only a commitment to these runners but an effort to generate awareness for the many gender inequalities in sport.
Today’s campaign kickoff aligns with International Women’s Day.
After sponsoring more than 3,500 women runners at the 2022 New York City Marathon, this year Milk aims to extend that support even further, focusing on every woman running any marathon who signs up for Team Milk. From first-time marathon runners to longtime ultra marathoners, Milk’s 26.2 program will spotlight female runners’ journeys; provide female-centric training resources online; nutritional, mental, and physical advice from first in class sports experts; and include a sponsorship tour, providing on-site support for any women running the Denver, Chicago, and New York Marathons.
MilkPEP (Milk Processor Education Program) is based in the nation’s capital and is funded by America’s Dairy Processors with a goal of showcasing fluid milk as a performance beverage. The organization says this newest creative marketing effort — built upon the #GonnaNeedMilk tagline and website — is intended to create a running community for women, powered by women.
As part of the campaign, Milk is launching the Every Women Sponsored Fund, building off an already-established partnership with Girls on the Run International, which is dedicated to empowering young girls through physical activity. For every woman who signs up for Team Milk, Milk is pledging a donation in support of this fund, with the goal of raising up to $1 million.
While 26.2 is a start, inequality affects every sport, and Milk aims to be a larger catalyst for change. Milk is promising that its GonnaNeedMilk movement will feature only women across 100 percent of its campaigns and content for the year.
“For far too long female athletes have been overlooked and under supported. Our hope is that 26.2 is a reminder that Milk is not only a powerful performance beverage for ALL athletes but an ally when it comes to equality in sport,” said CEO Yin Woon Rani. “We recognize that equality doesn’t happen overnight but without bold change, progress cannot happen. Our 26.2 program works to shine a light on incredible women runners who are proving to future generations that their dreams matter while also serving as a kick off to our larger dedication to feature women in 100% of our campaigns. While we may not be able to bridge the gap alone, we are devoted to doing our part.”
To sign up for Team Milk and learn more about Milk’s commitment, visit www.GonnaNeedMilk.com/26.2.