Member Article

DARE appointed by parkrun to develop digital strategy

Not-for-profit organisation parkrun has appointed DARE to develop its digital strategy and further its international web presence. This is the organisation’s first appointment of a full-service digital partner.

DARE will be responsible for the transformation of parkrun’s full digital estate. Its scope will cover strategy, experience planning, digital design and build.

This follows the Government report ‘Sporting Future’ and the recent Sport England ‘Active Nation’ strategy, which mention the popularity of parkrun and identify digital as a key component in lowering ‘barriers to entry’ and fostering an engaged and loyal community of runners and volunteers.

DARE has previous experience working with third-sector (Dame Kelly Holmes Trust) and not-for-profit clients (Cancer Research UK, Mellon Educate, Heart Transplants UK).

Russ Jefferys, head of marketing at parkrun, said: “We believe that parkrun can help create a healthier and happier planet. If we are to be successful in this unapologetically bold objective, we need a digital platform that better communicates the incredible positive outcomes parkrun delivers, and helps us to reach those who could benefit most from our volunteer-led, free, weekly runs. DARE is the ideal partner to develop our digital strategy as we look forward to a future where one million people participate at parkrun events around the world every single week.”

John Gibbard, joint head of experience planning at DARE, comments: “We are over the moon to have the opportunity to work with parkrun. As runners and volunteers ourselves at parkrun events we have seen first-hand the incredible stories of how a modest run in the park is changing people’s lives. We’re excited to be working with such a passionate client and contributing to a behaviour change phenomenon as it reaches into new communities at home and abroad.”

This was posted in Bdaily's Members' News section by Alex Sampson .