Environmental graphics and print advertising .
A big part of the annual Reykjavik Marathon is a pledge drive to support those in need. Every runner can choose his or hers charity to support and receive pledges. "Take the first step" and "run for good" are they key frases that drive this campaign.
The imagery conveys the power of running for the participant and for the individual charities that receive the pledges. "Everyone is a winner".
The footprints represent the individual runner (fingerprint) that gives by running for those in need.