How We’re Making Movement Matter: Our 2024 Impact & What’s Next

Looking back over the last 12 months, we have come a long way on our journey to balance commercial success with corporate social responsibility – and give back to the communities and causes we care about.

Our agency is founded on a mission that movement can be a positive force for good, but it was the Covid-19 pandemic that made us much more aware of the importance of community and value of real-life human connections.

At the end of 2022 we launched Movement for Good, our CSR strategy, and since then we have been making progress towards our ambitious goals. We are now seeking nominations for our next impactful community project or campaign that deserves Aspire’s support – find out more below.

Tough financial climates often push businesses to be more cautious – and understandably so. But it can make it harder to protect the purpose-driven work that matters most. Giving back isn’t a box-ticking exercise – it’s woven into who we are. We take action. We will never stand back when we can make a positive difference.

We are always asking: “What do we truly need as a company? What is ‘enough’ financially?” Our top priority is looking after our team – our greatest asset. Beyond essential overheads, we need surplus to invest in learning, development, and creative growth. And then, there’s giving back.

Here’s what we have done in the last 12 months, and what we pledge to do in the year to come.

In early 2024, we launched our Active Communities Fund, committing financial and in-kind agency support each quarter to meaningful campaigns.

Our first donation was to help Project Cape Town, the epic journey of Deo Kato to run from South Africa to London to tell the history of human migration.

Deo was already deep into his mission and needed valuable visibility and funding. Our contribution helped Deo to secure vital equipment to document his journey, and we then got to work with value-in-kind PR work to help his story get wider exposure.

To raise awareness and boost fundraising, we hosted a Community Moving Meet at The Africa Centre in London. The event started with a group run, pausing at the Houses of Parliament to reflect on Deo’s mission. Back at The Africa Centre, we connected with the incredible people supporting him. The atmosphere was raw, honest, and uplifting – a true celebration of human resilience.

As Deo approached the UK, we made a firm commitment to amplify his homecoming on December 22nd. Despite the year-end pressures of agency life, the Aspire team rallied, with some even volunteering their time during annual leave. We also funded professional imagery to capture the powerful moment of his return after 18 months.

The impact was twofold: we secured exceptional media coverage for Deo, and the experience reinvigorated our team, sending us into the holiday season energised and inspired.

By donating our PR expertise, we generated 26 articles with a huge 1.7 million views and an audience of 532 million, including a live Channel 4 interview outside Downing Street and coverage on BBC One, where Deo appeared as a highlighted guest on both the News at Six and News at Ten.

Additionally, we secured further news features in Live for the Outdoors, The Running Channel, The Evening Standard and Runner’s World podcast.

In recognition of grassroots change-makers, we proudly sponsored the Community Award at the National Running Show. Our Community Manager, Lory Louves, presented the award to Elizabeth Soffe for her fundraising efforts for Birmingham Children’s Hospital.

We’ve long championed the incredible work of JogOn Recycle, led by Tony Piedade, helping to amplify its impact in tackling shoe waste.

In 2024, we helped Tony raise awareness of the launch of a new home collection service in partnership with EVRi, enabling people to recycle unwanted trainers easily from home for as little as 10p per pair!

There are now over 300 JogOn collection partners in the UK at sites including leisure centres, gyms, offices, universities, and even prestigious locations like The Queens Club in London and Cliveden House in Berkshire.

It has all helped prevent a whopping 70,000 pairs of trainers going to landfill since the start of the JogOn campaign, and we are honoured to be able to play a part in making real change.

We’re proud to have built strong relationships with many purpose-driven organisations. This year, we’re strengthening our commitment through the Active Communities Council, which will shape and guide our community efforts under our Connect service.

We’ll also continue delivering our Moving Meets and Moving Communities events, fostering deeper connections with our community and shining a light on topics that matter.

CSR is not a one-off effort; it’s a long-term commitment. We will keep reviewing, evolving, and improving our approach. Your engagement fuels our motivation, so we invite you to stand with us in using movement as a catalyst for change.

We’re on the lookout for our next impactful project. If you know of a community campaign or initiative that deserves Aspire’s support via the Active Communities Fund, get in touch – we’d love to hear from you. 

Nominate a project: In 250 words, tell us what initiative we should support and why it matters.

Previously, we have supported:

Our journey continues. Let’s make movement matter, together.

Want to learn more about Aspire’s work and services? Please get in touch at hello@aspirepr.co.uk to find out more.

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