BRIEF:

In partnership with L’Oréal, Hackney Running Group The Outrunners are launching a campaign focused on mental health, community, and diversity and inclusion. The campaign aims to highlight the positive impact of running on mental wellbeing while celebrating the strength found in diverse, inclusive communities. Through authentic, social-first storytelling, the campaign will showcase real stories from The Outrunners, emphasising how sport can unite people from all backgrounds and promote mental health awareness in urban environments. This collaboration will also reflect L’Oréal’s commitment to supporting community wellbeing and inclusivity.

APPROACH:

We delivered a holistic approach to the campaign that ensured authentic runners were identified and featured, bringing organic stories to the forefront. Our team cultivated a genuine rapport with the running community, allowing us to share real, emotive narratives that resonated deeply. By embedding ourselves within the group, we captured stories that reflected true experiences, resulting in a heartfelt series that connected on a personal level and elevated the campaign beyond typical promotional content.