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Challenge

Headteacher, Elaine Wyllie, launched the Daily Mile back in 2012, but her ambition to significantly increase take-up across the UK meant she needed the backing of two influential partners.

Insight

Getting children active and out of the classroom for fifteen minutes a day will significantly improve fitness and levels of concentration.

Idea

ITV joined forces with INEOS to launch a national campaign to encourage all primary schools across the UK to take up The Daily Mile. The Daily Mile is simple and free and gets children out of the classroom for fifteen minutes every day to run with their classmates, making them fitter, healthier, and more able to concentrate in the classroom.

As of November 2018, over one million pupils are now a part of the Daily Mile and we're thrilled that the campaign was shortlisted for a Media Week Award 2018.

INEOS has been supporting The Daily Mile for the last three 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 ITV to help take The Daily Mile to the next level. Jim Ratcliffe, Founder and Chairman of INEOS
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The Daily Mile has already proved a great success for the schools that are taking part with a hugely positive impact on children’s health and wellbeing. ITV wants to use the power of TV and the reach of our programming to change attitudes and behaviours towards living more healthily. We are aiming to get the whole country engaged with this initiative and every UK primary school taking part. Carolyn McCall, CEO, ITV

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