Media Zoo goes extra mile for children’s fitness campaign

Media Zoo has created a short film for the national children’s fitness campaign The Daily Mile.

The film is being shown across ITV, STV, and Sky, as well as in cinemas nationwide, to promote children running, jogging, wheeling, or walking at their own pace outdoors for 15 minutes everyday. Research from the Universities of Stirling, Edinburgh and Highlands & Islands found that the initiative significantly improves a child’s mood, concentration and memory, enhancing their ability to learn. The Daily Mile is supported by INEOS.

Media Zoo’s creative film team used the science behind The Daily Mile, to visually depict a child developing in class over a period of time through taking part in The Daily Mile and was directed by Narghi Dotieva of Missing Link Films. Narghi has also created commercials for the NHS, Mayhew, BMW, Ballantines and more.

You can watch the advert below.

Natasha Blakemore, executive producer at Media Zoo, said: “We are incredibly proud to have created this powerful film that encourages schools to sign up to The Daily Mile. Using the science behind the initiative, we creatively demonstrated how children can ‘thrive’ in school. This comes at a time when many schools are still playing ‘catch up’ from learning setbacks caused by the pandemic, and they could really benefit from a programme like The Daily Mile which helps to improve attainment, health and wellbeing outcomes for children.”

Narghi added: “It was great to work on a campaign that puts children’s education and wellbeing at the forefront. I wanted to capture this film with realism, through a natural lens, that doesn’t feel overly contrived, showing children gradually thrive through doing The Daily Mile. Something so simple can really have a big impact, all schools should sign up. Adults would definitely benefit too.”