Event Proposal: Co-creation Marathon for Breast Cancer Awareness Event

This assignment presents an event proposal for a marathon aimed at raising breast cancer awareness and funds for treatment development in Australia. The event, organized by "Run for Help," incorporates the concept of co-creation to enhance attendee interaction and participation. The proposal details the event's purpose, including increasing awareness of breast cancer and promoting healthy lifestyles. It assesses the market potential based on Sydney's population density and outlines the event's venue, timing, and various categories, such as the Sydney Marathon, Half Marathon, Bridge Run, and Family Fun Run. The proposal also emphasizes key elements for event co-creation, such as ensuring a safe environment, engaging experience facilitators, leveraging event technology, and creating a coherent event journey. Furthermore, it includes a resource allocation plan, specifying the quantities of refreshments, t-shirts, bib numbers, medals, certificates, and the number of volunteers and medical services required for the successful staging of the event.

Running Head: Festival & Event Management
Festival & Event Management
Event Proposal & Co-creation

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Introduction
Breast cancer is second most commonly diagnosed cancer in Australia since 2013, in the year 2018 a
total of 18235 people were diagnosed with the terminal diseases and over 3157 people lost their
lives fighting the cancer (Ng, Koczwara, Roder, Niyonsenga & Vitry, 2018). Run for help a charitable
organization wants to organise a marathon to spread awareness about the event and pass on the
collection from the event from the development of the treatment in Australia. The purpose of the
assignment here is to create an event proposal with minimum 2000 attendees on the concept of co-
creation. The proposal will include the concept of the event, the potential market size for the event,
venue and timing of the event, defining the unique elements for the event and the resources
required in the staging of the event.

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Concept of the event
The Proposed event is a marathon run to spread the awareness about the growing Breast cancer In
Australia. Every year more than 18,000 people are diagnosed with the terminal illness; hence the
organization “Run for help” wants to create a marathon event underpinning the potential causes of
the Breast cancer, precaution to prevent the diseases and to raise funds for better treatment of the
terminal illness (Blackwell, Gigorov, Lei, Morrow & Giodono, 2018).
Purpose of the event
 Aim to increase awareness of Breast cancer
 Aim to make people aware of the disadvantages of physical inactivity
 Aim to make people aware of benefits of Jogging/Running
 Aim to make people health conscious
 Aim to help people develop healthy eating lifestyle
 Aim to address the growing concern of Breast concern
 Aim to make Australia a healthy and happy place to live in
Market Potential
The market potential can be estimated from the population density of Sydney, the population is over
5 million which is a good market for the marathon (Keel, Xie, Foreman, Taylor & Dirani, 2018). The
average ticket price for the event goes on as:
 AUD 140 (Early Bird offer –Registration until June 2018)
 AUD 180 – Registration after June 2018
Venue of the Event
The run will start at Bradfield Park, Milsons Point travel over the main deck of the Sydney Harbour
Bridge and finish at the Sydney opera house. The event is divided into four categories:
 Sydney Marathon-42 Kms
 Half Marathon-21 Kms
 Bridge Run- 10 Km

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 Family Fun Run-3.5 Kms
Event Timing
Event will commence at 7 AM in the morning and the participants have to gather at the venue by
1100 Hours at Sydney opera house. Refreshment, medal distribution, expert advice on nutrition and
prevention of disease and other proceeding will happen here.
Event Co-Creation
Co-creation is a noble concept and can be used in the Event arena to boast the attendee interaction
and participation. The underlying meaning of co-creation is to involve all the stakeholders to interact
in the activity with a view to achieve and deliver value not only for the participant as well as the
society in general(Dollinger & Lodge,2018). The run here is an excellent example of co-creation, Run
for help, the charitable organization is organizing the event to spread awareness about the disease
which will further benefit the society as a whole (Ind, 2018). The money collected from the run will
be used to donate to another charitable organization which is actively working towards
improvement of healthcare services in Australia. Prime sources of money are:
 Ticket Money-Marathon Run
 Sponsors-Platinum, gold, Silver
 Institutional charities
 Personal Charities.
Element for Event co-creation
The purpose of co-creation is to engage all the stakeholders with the event and provide an
experience of a lifetime. The elements of Event co-creation in the Run are:
Safe Environment-The entire venue will be guarded by the police force, volunteers and proper
barricade will be used all over to stop any miscreant from causing troubles.
Experience Facilitator- The organization is in discussion with a number of Athletes who have
represented Australia in Olympics and a number of DJ artists to keep the environment lively.

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Event Technology-Voting polls, live quizzes, twitter feed and other mobile solution to increase the
engagement in the event and better spread the message. A screen will be put up to show the
collections so far from the run.
Creation of coherent event co-creation Journey- The organization will ensure that it has sufficient
branding of the cause to spread the awareness offline as well as online. This will be done to ensure
the message reaches the people and they act on it.
Resource Allocation
Resource allocation is an extremely critical element of event creation; the resources which will be
used in the run are as follows:
Particulars Quantity
Refreshments At least 3000 Packets (Expected count 2000)
T-Shirts Printed t-shirt with the charity name, sponsors
logo
Bib Numbers For every participant
Medals For every participant
Certificates For every participant
Printing & Promotional Material Banners, flyers will be spread all across the travel
route to make people relate with the cause of
the run
Volunteers Around 300 volunteers required , will be from
schools and colleges to assist in the event
operation
Medical Services 2 Ambulance with doctors along with medical kit
for the participants.

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References
Blackwell, K., Gligorov, J., Jacobs, I., & Twelves, C. (2018). The Global Need for a Trastuzumab
Biosimilar for Patients With HER2-Positive Breast Cancer. Clinical breast cancer, 18(2), 95-
113.
Dollinger, M., & Lodge, J. M. (2018, March). Co-creation strategies for learning analytics.
In Proceedings of the 8th International Conference on Learning Analytics and Knowledge (pp.
97-101). ACM.
Ind, N. (2018). Co-creation: Building brands together. In Forum Markenforschung 2016 (pp. 3-16).
Springer Gabler, Wiesbaden.
Keel, S., Xie, J., Foreman, J., Taylor, H. R., & Dirani, M. (2018). Population-based assessment of visual
acuity outcomes following cataract surgery in Australia: the National Eye Health
Survey. British Journal of Ophthalmology, bjophthalmol-2017.
Ng, H. S., Koczwara, B., Roder, D. M., Niyonsenga, T., & Vitry, A. I. (2018). Comorbidities in Australian
women with hormone-dependent breast cancer: a population-based analysis. The Medical
Journal of Australia, 208(1), 24-28.