Participants 2016

Cause-related marketing campaign


TOLE-FEST – Building Bridges, Not Walls

TOLE-FEST is a music and sports international charity festival with a cause to spread out tolerance. Its launch was in 2016, continuing the TOLE-RUN tradition from previous years. The event was organized by Quadrant Beverages/Pepsi, Eurohold (Mazda & Fiat), NuBoyana Film Studios, Begach Sports Club and was coordinated by M3 Communications Group, Inc. We were also in charge of the event promotion, media relations, social media maintenance, communications with authorities, officials and the Diplomatic Corps. This was an entirely pro-bono project of our company, the results of which were immense.

We all believed in the idea that we should speak more about freedom, that music and sport are the two best acts of tolerance. In 2016 the event expanded its scope with the concert of the worldwide popular musician, composer and producer Idan Raichel who has millions of fans on all continents. The musical show took place on an open stage under the stars, built in an impressive antique decor at NuBoyana film studios – where Hollywood productions are being shot – gathering 1,000 people. We sold all tickets.

TOLE-FEST continued on the next day with the traditional TOLE-RUN gathering more than 400 people. The tolerance charity marathon was held in the center of Sofia for the fourth consecutive year.

TOLE-FEST was under the aegis of Sofia Municipality and the Embassy of Israel to Bulgaria. The Red Cross received 100% of the funds generated by the TOLE-RUN.