Returning for the second year as a sponsor of the Virgin Money London Marathon, Flora wanted to push their health and wellbeing credentials so we went on the campaign trail to help Get Towns Active and encourage people take steps towards a healthier, more active lifestyle.

To do this, we brought in TV personality Mark Wright to run his first ever marathon, teaming him up with long-distance legend Paula Radcliffe for expert advice along the way.

We also built a community of Get Towns Active ‘Activists’, consisting of influencers and content creators from the worlds of fitness, food and family. They dished out advice to the public on the best ways to become more active – whether it’s the first step or the thousandth - with some of them even hitting the roads of London to run the Marathon on behalf of Flora!

  • Over 150 pieces of earned coverage, ranging from celeb interviews to our temperature check of the nation’s health
  • More than 50 broadcast hits including Lorraine, Good Morning Britain, Sky News and ITV News, as well an interview broadcast on BBC One during the marathon with Gabby Logan at the start line
  • 200+ pieces of social coverage, with highlights such as a live Q&A with Mark and Paula discussing tips for training for a marathon