Global health and wellbeing charity, parkrun, has appointed Meanwhile to handle its 20th anniversary campaign.
The MediaCity agency won a competitive pitch to work on the brief, which will be aimed specifically at raising awareness amongst lower socio-economic audiences – these are currently underrepresented at its events.
“parkrun is such an iconic brand that is a massive part of our popular culture, so we are genuinely really excited to be working with the team,” said Al Marchant, CEO and Founder at Meanwhile.
“Cliches aside, everyone at the agency are parkrunners, so we can’t hide our excitement in being given this challenge for such a good and inspiring cause.”
The marketing will take on misconceptions about mandatory levels of fitness and required kit, which are perceived to be barriers to taking part.
“Meanwhile have proven their ingenuity and ability to tap into the public zeitgeist through their work with iconic brands and it felt like a natural fit to now spread the message of parkrun,” added Dido O’Reilly of parkrun.
“Meanwhile’s passion, creativity and enthusiasm for parkrun shone through in their pitch and it’s an exciting next step to work with them as our creative partner to empower people to come together and be social and active outdoors, with a cutting edge campaign celebrating parkrun’s impact over 20 years.”
