On 25 October the health, life and car insurance and investment company Vitality UK launched a new video called ‘This Mum Runs’ in its ‘Stories Behind Change’ short film series sharing first-hand experiences of people who have overhauled their lifestyle through sport and exercise.
The online and social video tells the inspirational story of Bristol entrepreneur and mum of two Mel Bound, who went from not knowing if she would walk again to creating an leading a community of more than 150,000 ‘mother runners’.
A sports science graduate and lifelong runner, Bound suffered a serious back injury in 2010 and struggled to stay active during and after recovery as she sought to balance her role as a mother of two young children and to overcome a period of depression which impacted her home life and her relationships.
But in 2014 Bounds life changed dramatically when she posted on a Facebook group looking for a run partner in her local area and 75 women turned up to run with her that night. From there, ‘This Mum Runs’ was born and six years later the organisation she founded has more than 150,000 active members across the UK who take part in free weekly runs as mums of all ages, backgrounds and fitness levels are supported in staying active.
Since October 2020, Vitality UK has been the Official Wellness Partner of This Mums Runs; a tie-up which has helped Bounds and her team to invest in supporting the community through a range of initiatives (including Vitality hosted expert events) which have added significant value to the community and positively impacted their health and wellbeing.
Vitality documented and championed Bounds’ story through the launch of the ‘Stories Behind Change – This Mum Runs’ film on 21 October across its social and digital platforms backed by the #StoriesBehindChange hashtag.
According to Vitality’s video, “This Mum Runs has a vision to empower women everywhere to enjoy the life-changing benefits of being active, whilst helping mums overcome the everyday barriers to exercise”.
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Featuring real people and real life stories, all of the ‘Stories Behind Change’ short films set out to inspire people to get more active and thus bring to life Vitality’s core mission to make people healthier and to enhance and protect their lives. The umbrella objective of the online film series initiative is to showcase relatable, authentic ways that sport can change behaviours, improve physical and mental wellbeing.
Amongst Vitality UK’s previous sports marketing initiatives include its partnership with the ECB, as well as it’s 2016 Joe Root fronted ‘Where’s Your Wicket’ 2016 campaign after adding him to the brand’s sports endorser stable back in May 2016 (along with the likes of Jessica Ennis, Theo Walcott, Lord Sebastian Coe and Jonny Wilkinson in the UK).
As well as its cricket work, Vitality ahs also been the Official Wellness Partner of Arsenal FC, AFC Bournemouth, Liverpool FC, Manchester City FC, England Rugby, Scottish Rugby, the Welsh Rugby Union, Cricket’s and England Netball, as well as title sponsor of the Vitality Run Series and Official Partner of The Sunday Times and Sky Sports Sportswomen of the Year Awards in association with Vitality.
Vitality primarily uses its sports sponsorships to use their passion for healthy living to inspire people to get active and make positive changes to their health and to motivate everyone to take achievable steps towards lifelong wellness.
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