My First Run


Use the Great North Run sponsorship to inspire non-active women to get active, to raise awareness of Bupa’s products and services, and to generate leads.

Jo Whiley for Bupa


Using the twin insights that people are more likely to be inspired to get active by people like them, and more likely to stay active by exercising with a friend, we led the campaign with DJ, mum-of-four and non-runner Jo Whiley, and mum-of-four and new runner Susan Spence, who was one of hundreds who volunteered to be Jo’s training buddy via the Bupa Running Facebook page. The integrated PR and social media campaign told the story of Jo and Susan’s journey from their first training run together in July to the Great North Run finish line in September.


Over 48,000 people inspired to take part in their first-ever organised run.

Over 42,000 leads generated.

98 pieces of coverage in key target media.

A two-minute campaign feature film shown during the live BBC broadcast of the Bupa Great North Run to 1.6 million viewers.