To highlight that 1 in 5 children in Latvia never finish high school, Enefit’s Mission Possible turned the Riga Marathon into a powerful social statement. After documenting a month of intense preparation for his first marathon, Latvian artist Fiņķis stopped just meters before the finish line in front of 40,000 spectators and national media, revealing a protest sign about school dropouts.
The stunt symbolized the pain of almost completing a long journey but never reaching the end. The campaign generated 1.4 million in PR reach and increased teacher applications to Mission Possible by 650% in one month.
