Media Central X Vhi parkrun

Bringing communities together, one 5K at a time…

Last year, Vhi partnered with Media Central to unite communities through local parkruns and show how easy it is to get involved. 

Across six weeks, we ran a 360° campaign spanning on-air, social, digital and on-street activity, built around a simple idea: follow our presenters from “couch to parkrun” and invite audiences to join them.  

Presenter-led content, live mentions and Instagram stories captured the buildup to event day on Saturday 11th October, reaching 162,000 on air and a social reach of 95,586 (+31.8% vs benchmark). Native digital articles on each station site explained how to participate and included key info and signup links, generating 1,785 total views (+40.8% vs benchmark) and a social reach of 29,822. 

To drive mass awareness, Vhi parkrun took over weekend schedules with promos, stings and live reads, delivering a combined 651,000 reach (15.2%), 6.1 frequency and 3,950,000 impacts. On parkrun day, presenters took part at their local events, with street teams capturing content that delivered 57,608 social reach and 64,004 views (up to +132.7% vs benchmarks).

Campaign Headlines 

• All Adults: 814,000 reach (19%), 12.4 frequency, 10,093,600 impacts 

• Total social reach: 212,000+ 

• Total social views: 244,000+ 

By combining authentic presenter journeys with clear “how to get involved” messaging and live ontheground coverage, Vhi and Media Central turned a sponsorship into a highly engaging, community-driven activation that inspired audiences to show up and run together.