With the gusto of Forrest Gump, Keke Luv set off Sunday to run seven marathons in just seven days.

The 30-something deejay was out in 80-degree heat again Monday, running gingerly but with determination on sore legs and feet. Monday's course took him from Garden City to Caldwell, and a couple of miles farther than the 26.2 miles of a typical marathon.

His mission: Raise public awareness about child abuse.

If you don't see the connection between a series of body-thrashing endurance runs and preventing child abuse, you're not alone. The sole connection is Luv, who last April got people's attention by staying awake for 7 days straight (actually 175 hours).

These feats of endurance by the KISS-FM 103.3 deejay aren't just publicity stunts, says Kevin Godwin, senior vice president of Peak Broadcasting.

"Truly, this is about making people aware that child abuse is going on," Godwin said. "And, hopefully, sparking kids or people being abused to stand up (and seek help), and those that are abusing to stop and get help."

KISS-103.3 plays top 40 pop, rock and hip-hop music to a demographic of largely 18 to 49 year olds. Like last April, listeners are again calling the station to confess abuse or talk about how they or friends suffered abuse.

Her voice cracking with emotion, a woman said on air Monday that one of the radio station's child-abuse prevention ads actually stopped her from hurting her child in an angry moment.

"I wouldn't believe it if I didn't hear it myself. It's amazing what people are willing to share," Godwin said.

Luv, who is known as Steve Kicklighter when he's not on air, became a zealous advocate for child protection after a young girl was beaten to death in Spokane a couple years ago, according to Marshall Rule, marketing director for Peak Broadcasting.

"His heart went out to her," Rule said.

Luv decided last year that he wanted to do something spectacular each April to draw attention to child abuse. One reason he chose endurance running was to be more visible; last year he was in the studio the entire time.

Rule said Luv was athletic but not really a big runner before he embarked on this week's odyssey. He spent the past six weeks working with trainers from Gold's Gym to prepare, and they're following his progress, along with a team of medical personnel.

Luv faced a serious setback five days ago, when he hurt one of his ankles. He finished Day 1 ahead of schedule, but his entourage insisted on taking him to the hospital to get rehydrated via an IV.

Godwin is ready to pull the plug if Luv gets in trouble.

He'll be running through Canyon County Tuesday. The last of his seven marathons is scheduled to conclude at about 3:30 p.m. Saturday at the Statehouse in Boise.

"I think even if we had to amputate his left leg, he'd be crawling," Rule said.

Katy Moeller: 377-6413