Deo Kato

Deo Kato Homecoming: Supporting the Journey

26

Media features

532M

Audience reach

1.7M

Estimated views

the challenge

As part of our pro-bono CSR work in 2024, we supported Deo Kato, an endurance runner and human migration advocate, on his incredible journey running from Cape Town to London. Over 500 days and 9,000 miles, Deo documented human migration and raised awareness on a global scale.

Our mission was to maximise exposure for this historic feat, ensuring the right messaging and storytelling were delivered at every stage. To achieve this, we collaborated closely with Deo’s team for Cape Town to London, to identify key moments for engagement and amplification.

our solution

To support Deo’s journey, we executed a strategic media and engagement plan:

  • Moving Meet Event: Hosted our first 2024 Moving Meet at The Africa Centre in London, uniting runners and supporters to raise funds.
  • Final Leg Coordination: Focused our media activity on Deo’s final stretch running in the UK from Greenwich to Hammersmith, securing media coverage and interviews alongside encouraging public participation to create a real-time buzz.
  • Media Management: Aspire team members Sam and Lory ran alongside Deo, managing interviews and opportunities on the go.
  • Press & Broadcast Features: Secured major coverage, including:
    • News & Print: The Guardian, Yahoo!, Runner’s World, BBC South East, The Voice Online, UKRunChat, and more.
    • TV & Radio: Channel 4 (live in-person interview outside Downing Street), BBC One (News at Six & Ten), BBC World Service, BBC Radio 2, ITN.
    • Podcasts & Digital: Runner’s World Podcast, Gone Running Podcast, The Running Channel, and Live for the Outdoors.

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the impact

Our efforts ensured that Deo’s incredible achievement was recognised and celebrated widely.

26

Media features

532M

Audience reach

1.7M

Estimated views

24.6K

Engagements

Through strategic storytelling, media partnerships, and community engagement, we successfully amplified Deo’s journey, cementing his legacy and raising further awareness for his cause.

their perspective

“I was honoured to be selected for Aspire PR’s Active Communities Fund, which provided both financial support and agency expertise. From the outset, the team moved quickly, delivering the Moving Meet event to engage the running community and build awareness of the Cape Town to London project. The Homecoming campaign was a real game-changer. Despite my finish falling just before Christmas, when much of the media landscape slows down, the team went above and beyond to amplify the story and reach a global audience. The level of commitment, energy and support Aspire brought to the project exceeded all expectations.”

Deo Kato

Ultra-Endurance Athlete | Storyteller | Activist

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