Start without a gunshot

Client Company Name: Nova Post Inna Popereshniuk, Co-founder of Nova Post Elena Plakhova, Chief Reputation and Marketing Officer, Nova Post Olena Umerenko, Head of Social Responsibility Department,  Nova Post Agency: Gres Todorchuk Yaroslava Gres, Co-founder Julia Solovey Artem Skorozinsky (freelance) Andra Yartym Oksana Huz Valeriia Dorosh Renata Kazanska Oleksandr Taran Yevhen Kozeko, Seraphim Kusakin (4ears sound) Barking Owl Kirkland Lynch Carol Dunn Gus Koven

Nova Post reimagines the traditional start signal of marathons. Instead of a gunshot — a potentially traumatic sound for people with PTSD or experiences of violence — they created a new audio symbol of support and inclusivity. The creative idea was to replace a harmful sound with one that unites. The result is a new start signal featuring a countdown, a trembita (a traditional Ukrainian horn) sound, and a long echo that continues as the runners begin. This sound reduces stress by seven times compared to a gun* Born in Ukraine during the full-scale war, this innovation is a creative response to a reality millions face. Through this project, we aim to make public spaces safer for everyone. "Start Without a Gunshot" was developed in collaboration with PTSD experts — Professor Ann Burgess from Boston University and psychologists Janet Yassen and Holly Aldrich, who worked with victims of the Boston Marathon bombing. Artists from Los Angeles-based Barking Owl and Ukrainian composers Khrystyna Kiryk and Stanislav Sidletskyi created the sound. The signal underwent several field tests and was used for the first time on September 22, 2024, at the First Barrier-Free Nova Post Marathon in Kyiv. In partnership with Ukraine’s Ministry of Foreign Affairs, Nova Post is now advocating for this tradition at marathons worldwide — replacing gunfire with a sound that protects people from re-traumatization. Marathons în Chișinău, Cologne, and Chicago have already adopted the new signal. It also opened the charity run Run for Light in Kyiv and the California International Marathon. In a world where over 600 people die every day due to gun violence** marathons should start differently. Nova Post believes there’s no place for guns at events that inspire and unite thousands.  * According to research using a computer electroencephalograph ** Amnesty International  Why It Matters In 2023, there were 183 regional armed conflicts*, including the war in Ukraine — the largest in Europe since World War II. Beyond the battlefield, over 600 people die every day** from firearms. The sound of a gunshot is no longer neutral — for millions, it is associated with traumatic experiences.  Nova Post, the organizer of Ukraine’s largest marathon, decided to rethink the tradition of the starting gun. This project was born as a response to the challenges of wartime — and the desire to find a safe start signal for everyone.  The goal was to create a new sound signal to replace the starting gun that could become an inclusive practice for marathons worldwide. The approach was not to adapt the existing form but to create a new sonic symbol — based on a scientific understanding of PTSD and psychoacoustics, a creative approach to sound as an emotional tool, cultural codes as part of national identity, and accessibility principles in public spaces.  The project united an interdisciplinary team: PTSD experts from Boston University, psychoacoustics researchers from Kyiv Polytechnic Institute, sound artists from Barking Owl and Ukrainian composers Khrystyna Kiryk and Stanislav Sidletskyi, industrial designers specializing in sound-object creation, and accessibility experts.  We conducted research interviews, created over 100 sound prototypes, and developed a detailed creative brief based on psychoacoustic criteria. After testing four finalist signals with EEG under the supervision of specialists, the selected signal reduced start-line stress by a factor of seven compared to a traditional gunshot.  The final signal includes a countdown, a synthetic impulse that cuts through ambient noise, the trembita sound, and a long supportive echo. In parallel, a physical object was designed: two panels resembling signal flags, forming an arrow inspired by Nova Post’s logo — a symbol of moving forward. Light indicators were integrated for accessibility, and a visible activation gesture replaced any hidden trigger mechanisms.  The new signal was first presented at the First Barrier-Free Nova Post Marathon in Kyiv on September 22, 2024. It has already been adopted by marathons in Chișinău, Cologne, Chicago, and opened the Run for Light event in Kyiv and the California International Marathon.  The project is scalable thanks to its digital format and is now promoted internationally in partnership with Ukraine’s Ministry of Foreign Affairs. Future confirmed races include Sacramento and Toronto, with ongoing discussions in London and Venice.  In a world where traumatic associations with violence affect millions, "Start Without Gunshot" offers a safe, inclusive alternative. It transforms the emotional experience of starting a race — from a jarring shock to a symbol of unity and support — and opens a new global tradition, born in Ukraine.