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Bionic 5k
The Brand: The Bionic 5K, held annually in Cambridge and San Francisco, is a race built for everyone. It’s the only 5K that intentionally unites able-bodied and disabled participants, walkers, runners, and rollers of all ages in a single, inclusive event. More than just a race, it’s a space where athletic challenge meets community connection, aiming to normalize disability and dismantle the barriers that keep us apart.
The Objective: Convince people with physical disabilities to participate in the 2025 Bionic 5K in Cambridge.
The Target Audience:
The “Almost There” Runners
25-34 year olds who have never crossed a finish line or maybe never even laced up. Not because they couldn’t, but because the rituals of running felt too loaded: too much prep, too much performance, too much pressure to be “disciplined.
They’re not chasing medals. They’re dodging expectations. They don’t want to be your inspiration or your comeback story. They just want to run on their terms, without becoming someone else’s poster child for perseverance.
Consumer Problem: They think to be a runner, they have to be a pro or sign away ownership of their story.
Desired Action:
Feel: They are taking back their story without needing anyone’s permission, pity, or applause.
Do: Sign up for the Bionic 5K in Cambridge—alone or with a buddy, walker, roller, or guide—and take that first step
Insight: When running is framed as a performance, it stops feeling like freedom.
Co-Strategist: Alana Hay
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