UK Athletics

The Challenge

To support UKA in its campaign ‘I am an Athlete’ designed to prove that Athletics is the foundation of all sports and aiming to ensure sport is considered modern, vibrant and relevant, bringing new initiatives to life and appealing to new audiences by demonstrating the foundations of athletics in an innovative and engaging way.

The Outcome

• The event surprised the public and promoted athletics in a fun and interactive way
• Reinforced the perception of athletics as young, vibrant and relevant
• Provided the opportunity to engage new, younger audiences via social media and own networks

VERO’s Role

• Worked with UKA to develop narrative and overarching strategy for I am an Athlete campaign, promoting Athletics as the foundation of all sports
• Created the concept of Flash Athletics – combining Flash mob event + athletics part of which involved UKA and VERO working with a group of young people from Newham and Essex Beagles teaching them a routine based on the simple basics of athletics, running, jumping and throwing
• Christine Ohuruogu and Mo Farah joined the event and provided photo opportunities with the general public and interviews with attending media