The Challenge

Finnish campaigner and researcher, Emilia Lahti, founded a non-profit project called Sisu Not Silence, which aims to generate a cultural shift around how we look at domestic violence and remove shame from those who have experienced it.

Emilia travelled to New Zealand to undertake her run from the bottom, right to the top of the country in aid to raise awareness around domestic violence. Her decision to undertake the run in New Zealand was strategic, and she hoped to gain as much attention as she could around one of our country’s most shameful issues. 

The Solution

Amanda formed a comprehensive media strategy to raise awareness around Emilia’s world- recording breaking attempt to run 50 ultra marathons in 50 days.


In addition to the media strategy, Amanda created events with local communities at each of Emilia’s stops, and formed partnerships with NZ Police and White Ribbon to work with Emilia and champion this work together.

The Result


The NZ Sisu campaign caught the interest of national, local and social media with the likes of The AM Show (conducting two interviews with Emilia), The New Zealand Herald, Stuff and RNZ just to name a few – as well as connections with local community groups and organizations who spoke with, assisted and met with Emilia along her epic journey.

During her 50-day campaign, Amanda generated 31 media articles, interviews and mentions for Emilia and assisted with a social media presence that saw thousands follow her massive undertaking in real time.

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"We wholeheartedly recommend this bold and visionary lady and her forward-thinking consultancy to help you connect your story with the right people."


Emila Lahti - Sisu not Silence