Unless you have been on the moon lately you will have noticed that there is a big movement underway in the UK; it’s about getting kids fit for life and it’s called The Daily Mile. This simple, free, brilliant initiative was created by Elaine Wyllie in Stirling, Scotland in 2012 when it came to her attention that many pupils at her school were unfit. She got them running one mile a day, leading to remarkable results in terms of their fitness and the idea to spread across the UK and to over 30 countries.
Media Zoo has been working on bringing The Daily Mile to a bigger audience, managing their advertising campaign and partnership with ITV. We created an on-air ad that launched in prime time Saturday night slot in Ant and Dec’s Saturday Night Take Away reaching millions of viewers. A follow up to this was filmed with child actors running to the beat of a cleverly crafted poem which launched in The Durrells on Sunday night to a loyal audience of a brilliant ITV family drama.
We have been instrumental in working with ITV’s editorial teams, resulting in Elaine being interviewed on Good Morning Britain with Kate Garraway. Phil and Holly from This Morning even launched a Daily Mile around Television Centre with a social push on Twitter asking schools to sign up. Toff from This Morning also leaped onto our screens with kids from schools in Surrey with a wonderful piece explaining how to implement The Daily Mile. Her social media support has reached over 225k people.
Media Zoo has been across it all, from campaign planning, media schedules, PR, creative advertising, editorial, social media plus campaign tracking and evaluation. The success is in the numbers: more schools have signed up per week than ever seen before.
The Daily Mile really is now firmly on the map. It has been talked about in the House of Commons, Holly Willoughby actually ran in heels through the Television Centre and a certain Founder has received a coveted invitation to a certain Royal wedding picnic. Hats off to her!
You can watch the second of our two 30 second Ads below!
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