ITV, INEOS & The Daily Mile partner with 20th Century Fox encouraging children to take charge!

“We are delighted that we have been able to work with ITV, INEOS and 20th Century Fox to encourage more children to join the quest to get Fit For Life and to encourage more schools to sign up to The Daily Mile. The support of ITV has made such a difference to the Foundation and the partnership with The Kid Who Would Be King brings out the fun in all of us.”

Elaine Wyllie, , Founder of The Daily Mile

“INEOS has been supporting The Daily Mile for the last four years. We know how important it is to encourage children to get fit and healthy and look after themselves, not just for today but for the years to come. We are delighted to be working with Twentieth Century Fox, and ITV to help take The Daily Mile to the next level.”

Jim Ratcliffe, , Founder and Chairman of INEOS

Challenge

The Kid Who Would Be King was the perfect child friendly heroic adventure and partnering with 20th Century Fox gave the platform to highlight The Daily Mile's health campaign in a fun, contextual way. What better way to promote a healthier lifestyle for children than partnering with this action packed, fun adventure film.

Insight

The Daily Mile is simple, free and gets children out of the classroom for fifteen minutes every day to run or jog, at their own pace, with their classmates, making them fitter, healthier, and more able to concentrate in the classroom. The Kid Who Would Be King was the perfect platform for the Daily Mile, to engage with a young audience and encourage children to take charge and live a healthy lifestyle.

Idea

The bespoke 30” ad, developed and produced by creative comms agency Media Zoo, sees a young incarnation of Merlin (Angus Imrie), as the face of the campaign rallying a group of children to take on the ultimate quest and join The Daily Mile. The co-branded creative ad for the film premiered on ITV on Monday 11th February.

Implementation

ITV first partnered with The Daily Mile in 2018, launching its first ever ad campaign and giving editorial support across programming. Since launching the campaign, the number of schools taking part has more than doubled and the number of children signed up to the initiative is over one million. 

The advert played out for a week during GMB, Lorraine and This Morning and was equally supported by social activity from Fox / Daily Mile and ITV channels.

“We are delighted to be partnering with ITV, INEOS & The Daily Mile for the release of our upcoming live-action family adventure movie The Kid Who Would Be King. The Daily Mile is a wonderful initiative that aligns perfectly with the films central theme of encouraging children to unite together for an epic quest!”

Maria Buttaci, , Partnerships Manager at Twentieth Century Fox

Results

TBC