Running a marathon takes endurance, resilience, and strength — the same qualities that define Ukrainians who’ve been defending, saving, healing, and rebuilding since 2014. That’s why Nova Poshta, together with creative agency Gres Todorchuk and I AM IDEA, created The World’s Longest Marathon — a symbolic run for those who never stopped. The initiative called on people to register, donate to air defense fundraising ("Pack the Sky"), and run for someone they’re grateful to: a soldier, medic, rescuer, volunteer. Each participant received a race number and medal with a fact about the war — and space to write the name of their personal hero. The communication focused on the message “Don’t stop” — a reminder to keep working, donating, supporting. The visuals and identity system united the physical run in Kyiv with thousands of decentralized runners across the globe. Together, we ran not just for kilometers — but for those who’ve kept Ukraine moving forward for over nine years.