National launch of RunTogether
Supporting the ambition to get 1 million people into athletics and running by 2020, England Athletics launched RunTogether in January 2017. The programme of organised running groups and routes was designed to influence and support more adults, particularly women, to establish regular running habits and enjoy the mental and physical health benefits this brings.
To capture the attention of both media and the public, we needed a strong news hook as the launch of running groups in themselves wouldn’t have cut through during the busy ‘New Year New You’ period. We proposed a slightly more controversial news hook, undertaking consumer research with the target audience of female runners to explore running fears and the barriers which stop people running alone. This provided us with the hook to talk about the running groups as a safe and inclusive way to begin running.
Our consumer research highlighted that a third of British women had experienced some form of harassment when out running alone, with over 60% of women feeling anxious when running alone and nearly half stating that it was due to worries around personal safety concerns that they had such fears. The client was concerned about leading with a potentially controversial news angle. We could have conceded and removed this element, but chose to continue to recommend leading with this angle, recognising the need to drive engagement and relevance. We successfully reassured the client to continue with the strong messaging.
The campaign launched on January 10, with a full day of radio and broadcast interviews at two locations to ensure we could service all key media targets. We based one RunTogether ambassador, Sam Mollaghan, with England Athletics’ spokesperson, Jenny O’Brien at Media City, ensuring easy access for the BBC. Meanwhile Dr Alex Rotas (another ambassador) was at the Sky Studios in London, along with Laura Fountain, a running blogger and Run Leader who we had identified as someone who had faced harassment whilst out running.
The campaign was hugely popular, generating 119 items across broadcast, national, health & fitness, consumer, regional and leisure trade titles including BBC Breakfast, Sky Sportswomen, Sky News, The Times, The Telegraph, The Guardian, The Daily Mail, Grazia, Red and Cosmopolitan.
The outcome of this widespread awareness was sign-ups to the RunTogether website which far exceeded the initial target of 6,000. In just 3 months England Athletics confirmed their website had received 24,597 registrations. Promote won 2 CIPR gold awards for this campaign.
pieces of coverage
opportunities to see
What do our clients think?
"We’ve experienced a positive shift in perceptions for Anytime Fitness in the past 12 months. Promote have played a significant role in achieving this via a constant stream of positive editorial and partnership introductions."
Neil Randall, Director of Sales & Marketing, Anytime Fitness
"Whilst our relationship is still in its infancy, Promote have already brought some fresh and exciting thinking to our campaigns. They have quickly established themselves as an integral agency partner as we strive to elevate the Dunlop brand globally."
Jamie Douglas, Global Marketing Director, Dunlop
"Leandra and Emma put tremendous effort into our Global Press Event, with true professionalism at all times. I was extremely pleased to have them both there, life was much easier with the two of them in control!"
Lucy Johnson, Marketing Director, Polar
"Promote’s experience and reputation within sport and fitness is exceptional, and we have benefited from their vast network to establish an engaging influencer programme and steady stream of coverage promoting the nutritional benefits of nut butters."
Sue McIntosh, Head of Marketing, Meridian Foods
"It’s always a pleasure working with Promote. Their recent Behind Every Great Player campaign for the Vitality Hockey Women’s World Cup was something really different for us. It was a simple, yet emotive concept that the whole squad could relate to and helped us to celebrate the unsung heroes behind the players."
Craig Mortimer-Zhika, Communications Manager, England Hockey
"It's been great working with the Promote team again and we love the #SheRows campaign they created to help get more women on the indoor rowing machine. They understand how to create a campaign with media appeal - we're thrilled with the coverage so far!"
Sophie Galasinski, Head of Communications and Marketing, British Rowing
"Promote hosted an incredibly informative social media workshop for our teams with the aim of improving their online profiles. We have had fantastic feedback from the athletes, some great open conversations on social media and it provided a great way forward as we look to inspire and influence others to engage with the sport."
Lisa Pearce, Chief Executive, British Wheelchair Basketball
"It’s been a pleasure to work with Promote over the past few years. They have been such a great help across the Inner Warrior campaign and their expertise has been critical in spreading our message through both regional and national media."
Clare Cooper, Rugby Growth Manager, RFU
"The Promote team have been with us from the start and they’ve been an outstanding communications partner for nearly four years. Sue’s knowledge and connections across the broader physical activity sector have been invaluable to Elevate. We know we are working with the best in the industry."
Max Quittenton, Director, Elevate
"For over a decade, SIBEC has worked with Promote PR and it has been an absolute pleasure. Promote are an efficient, friendly, proactive team who are always one step ahead, and they have consistently delivered outstanding service with a smile."
David Zarb Jenkins, Event Director, SIBEC