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What We Did
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Challenge
The Daily Mile, a charity championing 15 minutes of daily exercise for children to combat rising global childhood obesity, sought a partner to help them scale their impact globally. They aimed to increase awareness with parents in the UK and internationally, drive website traffic and attract hundreds of schools. Additionally, they needed to captivate key decision-makers in parliament and secure high-profile visibility on broadcast channels.
Solution
Mediazoo partnered with The Daily Mile to deliver a diverse variety of creative solutions that propelled the charity’s mission of encouraging daily exercise for children worldwide. Leveraging our expertise, we developed a series of impactful, multi-channel campaigns that boosted global awareness and engagement. We orchestrated high-profile PR opportunities featuring renowned ambassadors, including marathon world-record holder Eliud Kipchoge, the All Blacks, Andy Murray, and Mo Farah, amplifying The Daily Mile’s message. Expanding the initiative internationally, we introduced it to the US by partnering with the World Athletics Championships in Oregon, driving participation from hundreds of schools. To further cement The Daily Mile’s presence, we have produced three engaging TV commercials, which were broadcast nationwide on ITV and showcased in cinemas, capturing the attention of key audiences.
Impact
Our first TVC was launched on ITV during the final of ‘Ant and Dec’s Saturday Night Takeaway’ to over 8m viewers. The campaign generated an additional 44,000 children sign-ups. There were over 15,000 impressions on social media, a 114% increase in new users to The Daily Mile website, and a 78% increase in sign-up page views. A broad array of coverage was achieved in print, online and broadcast, in BBC News, ITV and STV, The Scotsman, The Herald, The Independent, Evening Standard, with front page spreads on the Edinburgh Evening News and The Courier. The Daily Mile had an instant uplift of over 20% in school participation. In just four weeks, 265,000 more children were signed up to do The Daily Mile by their school. The campaign engaged with over 50% of parents in the UK. There are now over 4 million children taking part, which has doubled since 2019. “The Daily Mile is an excellent programme. It is simple and inclusive...I certainly agree that we want more schools to adopt the active approach and adopt The Daily Mile.” - Theresa May, Former Prime Minister “Since working with Media Zoo, The Daily Mile Foundation has gone from strength to strength, and has had a huge impact on children’s futures. Media Zoo’s integrated campaign approach has been instrumental in the success and take up of The Daily Mile, not only in the UK but around the world. From compelling, award-winning TV ads, to securing incredible coverage in the media and filming great content with our Ambassadors and partners. Media Zoo’s work is always produced to such high standards across all media channels, and are a great team to work with” - Elaine Wyllie - Founder
- Animation
- Brand Film
- Digital Adverts
- Events
- PR
- Social Campaigns
- Strategic Comms
- Charities
