Show how the media and the message work together to enhance the overall impact of the effort. We developed a nationwide Government-endorsed child fitness programme with a series of high-profile mass participation events – ‘Norwich Union Sportsparks’ – where elite athletes inspired children from different communities to enjoy sport. For the showcase event in Trafalgar Square, we re-laid the 2002 Commonwealth Games track, attracting national media and over 30,000 children to experience the excitement of athletics.

Brand exposure from televised events and Team GB sponsorship delivered excellent minimum 3:1 ROI. Phenomenal interest from national and local TV, radio and newspaper editors created front page headlines. Participation in grass roots athletics schemes has nearly trebled, to a million children each year and received extensive government support. Perception of and trust in the company improved dramatically, particularly among families.