Earnie partners with UK Sport and the National Lottery
By The Earnie Team
The National Lottery, UK Sport and parkrun UK have teamed up to invite the nation to join Britain’s top athletes at #teamparkrun events, taking place on Saturday 19th August across the UK.
#teamparkrun will also be backed by Sport England, sportscotland, Sport Wales, Sport Northern Ireland, the British Olympic Association and British Paralympic Association, as well as a host of national governing bodies.
The creative brief to launch #teamparkrun has been won by Earnie, who has developed the creative campaign and multiple digital assets, including animation and a microsite to raise awareness of how National Lottery funding supports athletes.
The latest event follows on from the BT Sport Industry Award-winning ‘I am Team GB’ last year, which inspired nearly one million people to take part in the nation’s biggest ever sports day. I Am Team GB celebrated the success of Britain’s athletes at the Rio 2016 Games and the role the nation played through the support they give elite athletes by playing The National Lottery.
Nick Pearson, chief executive of parkrun, said: “One of the most common reasons that people register with parkrun but don’t go on to take part is because they don’t feel capable of running 5k. This initiative, which will see GB athletes supporting parkrunners, will reinforce the message that not only do we encourage walkers at parkrun, but that all of our events have volunteer Tail Walkers who provide support along the course.”
Dame Katherine Grainger, five-time Olympic medallist and the newly appointed chair of UK Sport, said: “The nation, and especially National Lottery players, have been backing us as athletes for 21 years now and none of us would be where we are today without their support.
“While sport and activity are integral to our lifestyles, we know that for some people taking up activity for the first time can be a scary prospect. parkrun offers a free, friendly and welcoming way to start, and our athletes will be there on August 19 to make any newcomers feel extra welcome.
“If you’ve been thinking about getting active, join #teamparkrun on August 19; you’ve been right behind us for so long and now your athletes will be right behind you!”
Alistair Gammell, managing director of Earnie added: “It’s great to be working with UK Sport and their partners on this national event. We were able to put the digital and animation assets through our new in-house production team, which helped given the fairly tight timeframes. We’re looking forward to seeing partners roll-out creative assets from our toolkits over the new few weeks.”
Arabella Gilchrist, head of The National Lottery brand, said: “#teamparkrun offers a brilliant way of celebrating the support the public gives British sport by playing The National Lottery.
“No one does more to contribute to elite athletes or community sports projects than our players. #teamparkrun will thank our players by connecting our Lottery-funded athletes with their local parkrun to inspire everyone, no matter what their level of fitness, to get active. We hope to see plenty of first-time parkrunners, joining their sporting heroes at their local event.”
Meanwhile, parkrun UK and its commercial agency Female Sports Group have also announced Exodus Travels as a partner for the next three years.
Female Sports group has added Exodus Travels to the partner roster, having already secured Leeds Building Society, Healthspan, Sage and Vhi in Ireland all who support parkrun’s vision and commitment to making the world a healthier and happier place.
Read more at https://www.sportindustry.biz/news/teamparkrun-launched-back-active-nation#Lx1Bhzztsl2fjj54.99