Identifier
Created
Classification
Origin
09MONTERREY376
2009-10-13 16:04:00
UNCLASSIFIED
Consulate Monterrey
Cable title:
CONSULATE GENERAL MONTERREY ORGANIZES THE FIRST EVER
how-toVZCZCXRO8721 RR RUEHCD RUEHGD RUEHHO RUEHNG RUEHNL RUEHRD RUEHRS RUEHTM DE RUEHMC #0376/01 2861604 ZNR UUUUU ZZH R 131604Z OCT 09 FM AMCONSUL MONTERREY TO RUEHC/SECSTATE WASHDC 3983 INFO RUEHME/AMEMBASSY MEXICO 5059 RUEHXC/ALL US CONSULATES IN MEXICO COLLECTIVE RUEHMC/AMCONSUL MONTERREY 9594
UNCLAS SECTION 01 OF 03 MONTERREY 000376
SIPDIS
S/P FOR DIRECTOR
E.O. 12958: N/A
TAGS: SENV SCUL OIIP OEXC MX
SUBJECT: CONSULATE GENERAL MONTERREY ORGANIZES THE FIRST EVER
US-MEXICO GREEN RACE
MONTERREY 00000376 001.2 OF 003
Summary. Combining traditional community organizing with modern
communications and media technology, volunteers from Monterrey's
Consulate General and Mexican NGO Pronatura Noreste organized
Mexico's first-ever green race on July 5, 2009. All proceeds
from the 1500 person strong "US-Mexico 10K" went to support
Pronatura's environmental efforts in northern Mexico. Building
on the momentum of this race, in August the Consulate General
and Pronatura had volunteers and participants to plant 6,000
trees in the mountains outside of Monterrey. End Summary.
Fitness and the Great Outdoors in Monterrey
-------------------------------------------
UNCLAS SECTION 01 OF 03 MONTERREY 000376
SIPDIS
S/P FOR DIRECTOR
E.O. 12958: N/A
TAGS: SENV SCUL OIIP OEXC MX
SUBJECT: CONSULATE GENERAL MONTERREY ORGANIZES THE FIRST EVER
US-MEXICO GREEN RACE
MONTERREY 00000376 001.2 OF 003
Summary. Combining traditional community organizing with modern
communications and media technology, volunteers from Monterrey's
Consulate General and Mexican NGO Pronatura Noreste organized
Mexico's first-ever green race on July 5, 2009. All proceeds
from the 1500 person strong "US-Mexico 10K" went to support
Pronatura's environmental efforts in northern Mexico. Building
on the momentum of this race, in August the Consulate General
and Pronatura had volunteers and participants to plant 6,000
trees in the mountains outside of Monterrey. End Summary.
Fitness and the Great Outdoors in Monterrey
--------------
1. The city of Monterrey, Mexico's economic powerhouse, is home
to Mexico's most proactive fitness culture. Relatively high
disposable incomes, the abundance of recreational activities
such as rock-climbing and mountain biking, and an appreciation
for the health benefits of physical exercise yield a community
with multiple athletic opportunities every weekend. Running is
especially popular, and the state's running organizational body
publishes an annual race schedule in the local daily "El Norte."
Every weekend Monterrey hosts at least one road race; on some
weekends the greater metropolitan area hosts up to four. The
average participation is around 500-1000 runners. Meanwhile,
many of the same conditions that make Monterrey's culture
athletic also create a high level of environmental awareness.
The Goal
--------------
2. In order to revitalize its outreach efforts, Monterrey
reviewed mission objectives and considered where it could work
with the local community to advance common goals. Speaking with
business, government and non-profit leaders, the Consulate
learned that the community yearned for inclusive events that
celebrated the important US-Mexico bilateral relationship.
Furthermore, the community has increasingly embraced "green"
values in recent years. The Consulate chose to capitalize on
these observations and create an event for all stakeholders that
would cultivate relationships and signal the USG's desire to
work with the local community environmental challenges shared by
both the US and Mexico: the first U.S-Mexico "Green Race."
Face-to-Face Diplomacy
--------------
3. Consulate volunteers promoted the race: this involved
passing out flyers, manning booths at popular running spots and
races, and pitching the race with any audience or group
interested in hearing about the event. While doing so,
volunteers collected email addresses that allowed for the
creation of a group mailing list. Volunteers ultimately
contributed more than 500 hours at more than 25 events promoting
the event.
Email Campaign
--------------
4. Using non-profit and political campaign models as a guide,
Consulate organizers sent weekly email updates that communicated
enthusiasm and progress in meeting the registration goal, while
simultaneously amplifying and explaining the race's green
objectives. For example, the Consulate promoted the race as
carbon-negative, noting that the long-term benefits of the trees
would far outweigh the carbon production from race activities,
such as transportation to and from the registration and race
sites. Starting with a list of 850 addressees for the first
bulletin in May of 2009, the addressee list grew over 11
subsequent editions to more than 4000 runners, volunteers, and
MONTERREY 00000376 002.2 OF 003
sponsors. (Note: emails from the campaign can be viewed through
the event's archive at
http://archive.constantcontact.com/fs062/1102 572954005/arch
ive/1102610726868.html. End note.)
Facebook
--------------
5. In April 2009, the Consulate General and Pronatura launched
the "EUA Mex Green Race" on facebook. Throughout the race and
reforestation campaigns, the list of facebook members grew in
parallel to the email distribution list, reaching a total of 495
on October 8. Facebook was a powerful tool in distributing
information, providing another venue with increased graphic
capabilities - such as the ability to upload pictures - and
broadcasting the event itself to wider networks of "friends"
pertaining to each of the 495 members. Participants noted that
the website was very useful in building increased buy-in and
excitement for both the race and the reforestation.
Sponsors
--------------
6. Finding sponsors for a new, unknown event is always
challenging, even more so in the midst of an economic crisis.
The Consulate's partnership with Pronatura was key in addressing
this challenge: Pronatura sought out and solicited the sponsors
themselves, handling all the funds, while the Consulate's
outreach and media efforts created an awareness of the event and
public support which assisted in persuading those sponsors to
commit to the race. Pronatura enlisted 27 sponsors, receiving
just over $35,000 in sponsorship and registration fees; the race
itself cost $30,000. Gold sponsors contributing at least $5,000
in cash or services included GMAC, Fruit of the Loom, Arca
(Powerade/Coca-Cola),South Padre Island Tourist Board, and
Quaker. Silver and bronze sponsors contributing $2,500 and
$1,000 respectively, included HEB, Starbucks, General Motors,
Spaulding, and many more.
Execution
--------------
7. The Consulate and Pronatura created a weekly steering
committee including stakeholders from the business community and
the media. That committee persuaded GMAC, the North American
finance arm of General Motors, to buy two pine saplings on
behalf of every registered runner. The Mexican National
Forestry Commission agreed to match that commitment, resulting
in a potential 6,000 trees for 1500 runners to be planted in the
weeks following the race. The execution of the race itself was
designed to showcase respect for the environment: all trophies
and medals were hand-carved from mesquite by laborers normally
engaged in producing charcoal, offering them the opportunity to
practice a more sustainable, eco-friendly tradecraft which may
be enlisted by other race committees. Sponsor General Motors
used the event to display its first Mexican-manufactured hybrid
vehicle, which served as the race's pace car. HEB, the
Texas-based grocery multinational, gifted each race participant
with a reusable bag for grocery purchases. Finally, recycled
products were used wherever possible as part of the race
supplies, and the refuse generated by the race - such as flyers,
registration forms, plastic bags and bottles - was itself
recycled.
Participation Strong
--------------
8. The US-Mexico 10K sold out to 1,500 participants several
days in advance of the race, an accomplishment the daily "El
MONTERREY 00000376 003.2 OF 003
Norte" described as "unprecedented" for a brand new 10K race.
An estimated 500-1000 unregistered participants showed up on
race day to run alongside registered runners.
Media Response
--------------
9. The success of this event was reflected in more than 20
articles printed in the local, national, and international
press, including Newsweek in Espanol, Milenio, and Runners World
Mexico. In the run-up to the event, numerous TV and press
conference interviews were broadcast across the region by the
area's largest television networks to audiences in the millions.
(Note: Many of the press cuts remain hosted on the race's
YouTube channel http://www.youtube.com/user/10kUSAMEXGreenRac e.
End note.)
Promises Kept
--------------
10. On August 30, 2009, coinciding with the first rains of the
season, volunteers from Pronatura, GMAC, the Consulate General,
and the community at large fulfilled the race pledge of planting
trees in an area outside of Monterrey badly damaged by a forest
fire in 2007. These saplings are estimated to have a survival
rate of over 70%. Community feedback on the reforestation, like
the race, has been overwhelmingly positive.
11. Monterrey considers the establishment of an annual U.S.
Mexico 10K a successful example of direct grass-roots diplomacy
which builds upon shared values with the local community,
creates positive relationships with citizens representing many
segments of society, and promotes a positive image of the U.S.
Post anticipates that having established the event, it will grow
in future years and see even greater participation, with more
resources and venues to creatively engage our neighbors and tell
our story. The Consulate hopes that the narrative and lessons
learned provided in this cable prove useful to other posts
interested in incorporating similar techniques into their
outreach efforts. Please direct any questions to Will Cobb at
cobbwp@state.gov or Brian Quigley at quigleybs@state.gov.
WILLIAMSON
WILLIAMSONB
SIPDIS
S/P FOR DIRECTOR
E.O. 12958: N/A
TAGS: SENV SCUL OIIP OEXC MX
SUBJECT: CONSULATE GENERAL MONTERREY ORGANIZES THE FIRST EVER
US-MEXICO GREEN RACE
MONTERREY 00000376 001.2 OF 003
Summary. Combining traditional community organizing with modern
communications and media technology, volunteers from Monterrey's
Consulate General and Mexican NGO Pronatura Noreste organized
Mexico's first-ever green race on July 5, 2009. All proceeds
from the 1500 person strong "US-Mexico 10K" went to support
Pronatura's environmental efforts in northern Mexico. Building
on the momentum of this race, in August the Consulate General
and Pronatura had volunteers and participants to plant 6,000
trees in the mountains outside of Monterrey. End Summary.
Fitness and the Great Outdoors in Monterrey
--------------
1. The city of Monterrey, Mexico's economic powerhouse, is home
to Mexico's most proactive fitness culture. Relatively high
disposable incomes, the abundance of recreational activities
such as rock-climbing and mountain biking, and an appreciation
for the health benefits of physical exercise yield a community
with multiple athletic opportunities every weekend. Running is
especially popular, and the state's running organizational body
publishes an annual race schedule in the local daily "El Norte."
Every weekend Monterrey hosts at least one road race; on some
weekends the greater metropolitan area hosts up to four. The
average participation is around 500-1000 runners. Meanwhile,
many of the same conditions that make Monterrey's culture
athletic also create a high level of environmental awareness.
The Goal
--------------
2. In order to revitalize its outreach efforts, Monterrey
reviewed mission objectives and considered where it could work
with the local community to advance common goals. Speaking with
business, government and non-profit leaders, the Consulate
learned that the community yearned for inclusive events that
celebrated the important US-Mexico bilateral relationship.
Furthermore, the community has increasingly embraced "green"
values in recent years. The Consulate chose to capitalize on
these observations and create an event for all stakeholders that
would cultivate relationships and signal the USG's desire to
work with the local community environmental challenges shared by
both the US and Mexico: the first U.S-Mexico "Green Race."
Face-to-Face Diplomacy
--------------
3. Consulate volunteers promoted the race: this involved
passing out flyers, manning booths at popular running spots and
races, and pitching the race with any audience or group
interested in hearing about the event. While doing so,
volunteers collected email addresses that allowed for the
creation of a group mailing list. Volunteers ultimately
contributed more than 500 hours at more than 25 events promoting
the event.
Email Campaign
--------------
4. Using non-profit and political campaign models as a guide,
Consulate organizers sent weekly email updates that communicated
enthusiasm and progress in meeting the registration goal, while
simultaneously amplifying and explaining the race's green
objectives. For example, the Consulate promoted the race as
carbon-negative, noting that the long-term benefits of the trees
would far outweigh the carbon production from race activities,
such as transportation to and from the registration and race
sites. Starting with a list of 850 addressees for the first
bulletin in May of 2009, the addressee list grew over 11
subsequent editions to more than 4000 runners, volunteers, and
MONTERREY 00000376 002.2 OF 003
sponsors. (Note: emails from the campaign can be viewed through
the event's archive at
http://archive.constantcontact.com/fs062/1102 572954005/arch
ive/1102610726868.html. End note.)
--------------
5. In April 2009, the Consulate General and Pronatura launched
the "EUA Mex Green Race" on facebook. Throughout the race and
reforestation campaigns, the list of facebook members grew in
parallel to the email distribution list, reaching a total of 495
on October 8. Facebook was a powerful tool in distributing
information, providing another venue with increased graphic
capabilities - such as the ability to upload pictures - and
broadcasting the event itself to wider networks of "friends"
pertaining to each of the 495 members. Participants noted that
the website was very useful in building increased buy-in and
excitement for both the race and the reforestation.
Sponsors
--------------
6. Finding sponsors for a new, unknown event is always
challenging, even more so in the midst of an economic crisis.
The Consulate's partnership with Pronatura was key in addressing
this challenge: Pronatura sought out and solicited the sponsors
themselves, handling all the funds, while the Consulate's
outreach and media efforts created an awareness of the event and
public support which assisted in persuading those sponsors to
commit to the race. Pronatura enlisted 27 sponsors, receiving
just over $35,000 in sponsorship and registration fees; the race
itself cost $30,000. Gold sponsors contributing at least $5,000
in cash or services included GMAC, Fruit of the Loom, Arca
(Powerade/Coca-Cola),South Padre Island Tourist Board, and
Quaker. Silver and bronze sponsors contributing $2,500 and
$1,000 respectively, included HEB, Starbucks, General Motors,
Spaulding, and many more.
Execution
--------------
7. The Consulate and Pronatura created a weekly steering
committee including stakeholders from the business community and
the media. That committee persuaded GMAC, the North American
finance arm of General Motors, to buy two pine saplings on
behalf of every registered runner. The Mexican National
Forestry Commission agreed to match that commitment, resulting
in a potential 6,000 trees for 1500 runners to be planted in the
weeks following the race. The execution of the race itself was
designed to showcase respect for the environment: all trophies
and medals were hand-carved from mesquite by laborers normally
engaged in producing charcoal, offering them the opportunity to
practice a more sustainable, eco-friendly tradecraft which may
be enlisted by other race committees. Sponsor General Motors
used the event to display its first Mexican-manufactured hybrid
vehicle, which served as the race's pace car. HEB, the
Texas-based grocery multinational, gifted each race participant
with a reusable bag for grocery purchases. Finally, recycled
products were used wherever possible as part of the race
supplies, and the refuse generated by the race - such as flyers,
registration forms, plastic bags and bottles - was itself
recycled.
Participation Strong
--------------
8. The US-Mexico 10K sold out to 1,500 participants several
days in advance of the race, an accomplishment the daily "El
MONTERREY 00000376 003.2 OF 003
Norte" described as "unprecedented" for a brand new 10K race.
An estimated 500-1000 unregistered participants showed up on
race day to run alongside registered runners.
Media Response
--------------
9. The success of this event was reflected in more than 20
articles printed in the local, national, and international
press, including Newsweek in Espanol, Milenio, and Runners World
Mexico. In the run-up to the event, numerous TV and press
conference interviews were broadcast across the region by the
area's largest television networks to audiences in the millions.
(Note: Many of the press cuts remain hosted on the race's
YouTube channel http://www.youtube.com/user/10kUSAMEXGreenRac e.
End note.)
Promises Kept
--------------
10. On August 30, 2009, coinciding with the first rains of the
season, volunteers from Pronatura, GMAC, the Consulate General,
and the community at large fulfilled the race pledge of planting
trees in an area outside of Monterrey badly damaged by a forest
fire in 2007. These saplings are estimated to have a survival
rate of over 70%. Community feedback on the reforestation, like
the race, has been overwhelmingly positive.
11. Monterrey considers the establishment of an annual U.S.
Mexico 10K a successful example of direct grass-roots diplomacy
which builds upon shared values with the local community,
creates positive relationships with citizens representing many
segments of society, and promotes a positive image of the U.S.
Post anticipates that having established the event, it will grow
in future years and see even greater participation, with more
resources and venues to creatively engage our neighbors and tell
our story. The Consulate hopes that the narrative and lessons
learned provided in this cable prove useful to other posts
interested in incorporating similar techniques into their
outreach efforts. Please direct any questions to Will Cobb at
cobbwp@state.gov or Brian Quigley at quigleybs@state.gov.
WILLIAMSON
WILLIAMSONB