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PACESETTERS
Mass participation for mass benefit
PARALLELS FOR LIFE RUNNING REWARDS
Mass participation events such as cycling,
running, triathlon etc. have modernised
and become more diverse to include
exciting new challenges: e.g. rolling
around in the mud or tackling obstacles. Having a points system to unlock rewards
such as drinks or cinema tickets is nothing
new. However, getting these reward points
for running at an event, all for free… now
that’s not your everyday rewards
programme.
However, only one has truly pushed the
“mass” to the masses, combining activity
with sociability and inclusivity. Parallel
London is a mass participation event with
a twist, and whilst not as crazy or daring
as other events may seem, it is set to
probably be the most challenging of them
all for some participants. Whether it’s
wheelchair-bound competitors or parents
with buggies, Parallel London takes on
the challenge of providing everyone with
an opportunity to be healthy and active.
The addition of the “Super Sensory 1km”
helps individuals with profound learning
disabilities, autism, or late-stage
dementia to also participate. It is
primarily a sensory-stimulating 1km full
of visual, auditory, and even olfactory
(smells) stimuli.
Barclay’s and Toyota are a few of the
first, high-profile sponsors of this event,
helping to show that sport isn’t just for
the sporty, but for everyone. And, with its
unprecedented inclusivity, more brands
will soon be queuing at the door to get
involved.
That’s what Vitality are offering by
becoming Park Run UK’s headline sponsor
this year, as the health and life insurer
pushes to get more people involved in local
running events. With hundreds of runs all
around the UK on a weekly basis, the points
are tallying up quick, and people are
becoming healthier and happier as a result.
Vitality are showing how sponsorship can
be a huge benefit to companies; select the
event carefully and it can have a direct
benefit to your business (what health
insurer wouldn’t want you to get
healthier?). This sponsorship deal has
promised to deliver more events around the
country, as well as developing a junior
iteration of the event.
An estimated 200,000 Vitality members have
already joined Park Run UK, and with the
promise of free, organised exercise, rewards
points, and discounts, you would be hard-
pressed to find a deal this good anywhere
else.