Sport in Mind
Positioning inclusive endurance events at the heart of UK culture
pieces of earned media
total audience reach
estimated views
the challenge
Sport in Mind is the UK’sl eading mental health sports charity, using physical activity and community to transform mental wellbeing.
Aspire was appointed in 2025 to raise the charity’s profile, drive participation in fundraising events and increase donations across key moments in the year. The challenge was to build awareness beyond core supporters, achieve cut-through in a crowded charity landscape and position Sport in Mind as a trusted voice on the link between movement and mental health.
our solution
We delivered an always-on earned media strategy combining proactive press office activity with standout campaigns and influencer storytelling.
Strategic Approach
· Responsive press office to maintain year-round visibility
· Launch of the 100km Your WayChallenge to drive participation
· Soles of the Season Christmas activation to reach new audiences
· Real stories and expert voices to demonstrate impact and credibility
100km Your Way
· Human-led narrative focused on accessible “movement for your mind”
· Influencer launch event with 14 creators reaching 163k followers
· Strong social engagement supporting earned media and sign-ups
Soles of the Season
· Seasonal storytelling around connection and wellbeing
· Distinctive visual creative to support media outreach
· Regional and national coverage during the festive period
the impact
The programme delivered consistent, high-quality coverage, strengthening Sport in Mind’s reputation and reaching new audiences.
pieces of earned media
total audience reach
estimated views
average domain authority
Coverage across sport,lifestyle, charity and regional media drove visibility at key moments and reinforced the mental health through movement message. Supported by influencer engagement, the campaign positioned Sport in Mind as a trusted, compassionate voice and created a strong platform for growth in 2026.
