News

ITV, STV and SKY have joined forces with INEOS in a national campaign to help millions of children to get back to being fit and active with The Daily Mile.

As part of the broadcasters’ £10 million commitment, and INEOS’ ongoing support towards improving children’s physical health through diet and exercise, a new TV advertising campaign will launch today during Emmerdale.

The popular primary school initiative has been a hit with parents, teachers and school children around the world with 2.3 million children now running a mile every school day, in over 11,000 schools and nurseries, across 78 countries.

With an emphasis on the importance of physical exercise, The Daily Mile encourages children to walk, jog or run, at their own pace for 15 minutes every day to help improve physical, emotional and social health and wellbeing.

The Daily Mile which is now in over 8,000 primary schools in the UK alone, has been proven to improve physical health, increased concentration and better attainment in class. The campaign was first developed in 2012 by Scottish headteacher Elaine Wyllie MBE. Since 2016 it has been supported by INEOS, who funded the creation of the advert. ITV began a partnership with The Daily Mile in 2018, helping the campaign to generate a 350% uplift in schools which meant 1 million more children running a mile a day.

The broadcasters’ investment in the importance of healthy eating and encouraging children to exercise extends across other social purpose initiatives including Eat Them To Defeat Them.

Our partnership with The Daily Mile is all about using our platform and reach, as a force to drive a change in attitude and behaviour towards physical health. We’ve been very encouraged by the positive engagement from parents, teachers and children to date and we continue with our ambition to get every primary school in the country taking part. Right now, it’s so tough for schools and we know that doing The Daily Mile is positive not just for children’s physical health, but also their mental wellbeing and ability to focus in class.

Carolyn McCall, ITV CEO

It’s been wonderful to see children still running The Daily Mile at Home through lockdown, but it’s brilliant now that children have returned back to school and back to The Daily Mile. There’s never been a more important time for children to be physically active and we hope to support schools as they continue to adjust to the new normal.

Elaine Wyllie MBE, Founder of The Daily Mile

Teachers and parents are encouraged to visit www.dailymile.co.uk for further information on how they can participate in The Daily Mile safely and in accordance with the latest Government guidelines.

Promoting The Daily Mile is part of our wider Better Health priorities to encourage 10 million people to take action in supporting their physical or mental health by 2023.

Find out more about our Social Purpose goals.