Children with Cancer UK x Paula’s Marathon Run Club
- Client Children with Cancer UK
- Project Branded Podcast
- Partner Paula Radcliffe & Chris Thompson
Background
Children with Cancer UK is a leading charity dedicated to raising awareness and funding groundbreaking research to combat childhood cancer. As part of their mission to connect with new supporters and highlight their association with the London Marathon, they partnered with Viral Tribe Entertainment to create a compelling piece of branded content.
The goal was to inspire, inform, and engage marathon runners while spotlighting the incredible work of the charity and sharing heartwarming stories from those directly affected by childhood cancer.
The Challenge
Children with Cancer UK approached Viral Tribe with a clear objective:
- Highlight the charity’s strong connection to the London Marathon
- Reach and engage a broader running community who could potentially fundraise for the charity in the future
- Showcase inspirational stories of resilience and hope from children and families supported by the charity
The Solution
We developed and produced a 16-week podcast series designed to guide and inspire runners during their marathon training journey. Each episode featured:
- Expert advice: covering topics such as nutrition, footwear, injury management, and mental preparation.
- Notable guests: including personalities like Nell McAndrew, Chelsea Clinton, and Harry Judd, who shared their personal marathon experiences.
- Inspirational charity stories: each episode featured a segment dedicated to sharing stories of families affected by childhood cancer, highlighting the importance of the charity’s work.
Our strategy included:
Reaching a diverse running audience
We implemented a targeted PR and social media strategy to promote the podcast, ensuring it reached both experienced marathon runners and first-time participants.
Highlighting the charity’s mission without distracting from training content
By integrating inspiring stories from the charity naturally into the structure of each episode, we ensured that the mission of Children with Cancer UK remained central to the narrative without overshadowing the practical marathon advice.
Creating a consistent, engaging experience
New episodes were released every Monday, helping listeners build a routine and stay motivated throughout their training journey.
The Impact
The podcast launched on January 6th and quickly became a phenomenal success, reaching the number one spot on the UK sports podcast charts upon launch and continuing to regularly top the charts throughout its run. It quickly established itself as a go-to resource for London Marathon runners while significantly raising awareness for Children with Cancer UK’s mission.
Key Wins:
Chart-topping success
Achieved the #1 position in the UK sports podcast charts upon launch and maintained a strong presence at the top of the charts throughout the series.
Unprecedented audience engagement
The podcast saw an exceptional level of listener interaction, with audiences sending in voicenotes, emails, and messages directly to the hosts, fostering a sense of community and shared motivation among runners.
Emotional resonance
Listeners praised the podcast for its blend of practical training advice and moving stories of children affected by cancer.
Increased fundraising potential
By engaging new audiences, the podcast has helped raise awareness of how listeners can fundraise for Children with Cancer UK during future marathon events.
Through a powerful partnership between Viral Tribe, Paula Radcliffe, and Children with Cancer UK, Paula’s Marathon Run Club became more than just a training guide—it became a source of inspiration, motivation, and community. The podcast successfully connected marathon runners with a meaningful cause, helping raise both awareness and support for the fight against childhood cancer.
