The Daily Mile
Impactful communications tools to drive a worldwide ambition for getting kids active Digital Development
The Daily Mile’s goal was simple – to get primary school children around the world running and aware of the benefits of doing so. It has already become an impactful initiative, endorsed by MPs, sporting ambassadors and local councils. It has been embraced by an ever-growing number of schools across the world. As momentum grew, The Daily Mile needed an agile digital and creative partner, with experience of working with health and wellbeing initiatives, who could help drive the charity’s global ambitions and position the initiative for the next stage of its development.
The project began by establishing a unique identity that would resonate with The Daily Mile’s target audience. The brand needed to be fun and visually striking, with bold colours and a sense of playfulness that would appeal to children and parents alike. Once the initial branding was agreed, MTM set about applying the look and feel across multiple-channels to establish a cohesive and unified message – creating brochures, event graphics, information packs, promotional clothing, and literature to support funding initiatives with local and national governments.
We created a custom made sign up process so that the entire process is seamless and efficient. From the form that is filled out, to the transition of the data from website to bespoke API, the process is secure, stable, and simple. With data management tools in place, it creates a perfect system from the approvals process, through to sending the schools welcome packs and resources.
The website immediately became the main digital touchpoint between key stakeholders and the charity, and was developed with these critical audiences in mind, incorporating bespoke features that highlight the progress of the initiative and driving new visitors to sign up for regular Daily Mile updates. Within the home page lies an API driven table that provides a live feed of the number of schools taking part, by country, along with case studies, advice on how and why to get involved and the latest press coverage to feature The Daily Mile.
Since its launch, the scope of the website project has consistently grown, reflecting the burgeoning interest in The Daily Mile. To date we have developed websites for the Netherlands, Wales, Ireland, France, Germany, Belgium, Italy, Spain, UAE, Austria, Portugal, and the US. As a result, vital audiences can be supported within their own territory, working towards establishing The Daily Mile as a truly global success.
Most recently, to commemorate the City of Manchester becoming the first to adopt The Daily Mile city-wide, we created a bespoke award for the foundation to deliver to the Mayor of Manchester, Andy Burnham. This was an important opportunity to celebrate The Daily Mile’s growing success and garner significant interest from the public and stakeholders via the media. Also, if you watched the last ever episode of Ant and Dec’s Saturday Night Takeaway, which aired on ITV, Saturday 7 April 2018, there’s a good chance you saw an advert for The Daily Mile. It’s exciting to see the initiative realising its incredible potential.
In addition to being the exclusive digital agency for the charity, MTM is also responsible for providing support for a range of social campaigns and digital communications. The Daily Mile has seen great success over the last few years with numerous campaigns including The Eliud Kipchoge 1:59 Challenge, a Sports England Partnership, a complete brand relaunch, and a partnership with FOX's 'The Kid who would be King' film.