17 Minutes For Me

England Athletics

In the lead up to the IAAF World Championships, England Athletics and Mind wanted to encourage and inspire people to take up athletics and running to boost physical and mental health.


Create an accessible campaign that would help guide people into exercise, just one step at a time. The focus was to be on easy, flexible activities that anyone can do, bolstered by a fun social media community where people could encourage one another, find inspiration and socialise.

How we did it

Working with England Athletics and the mental health charity Mind, we developed #17MinutesForMe, an exciting online challenge. Participants signed-up to receive 8 weeks of emails containing flexible, 17-minute activity plans. 

At the heart of the campaign was an engaging website and comprehensive social media journey to encourage sign-ups, provide support, inspire people to keep going and enable them to encourage and support one another along the way. 

“Saw your site for the first time this morning and you inspired me to get off my bum. So I downloaded coach to 5k and did a little running for my 17 mins of me time - thanks for the inspiration!”

Lisa in Shebdon


  • 10k Challenge Sign-Ups
  • +5k social media followers
  • 44k website views