ITV and Sky partner with Ratcliffe’s INEOS for childrens’ health campaign

In brief

Broadcasters ITV, STV, Sky and Jim Ratcliffe’s INEOS have launched a national TV campaign to encourage schools to sign up to “The Daily Mile” to promote healthy lifestyles for teachers and children.

The back-to-school TV ad campaign, entitled “Thrive”, first launched on 24 September and calls on teachers in primary schools to adopt “The Daily Mile” to improve attainment, health and wellbeing of students.

INEOS is the global chemicals company founded and led by Ratcliffe, the UK’s richest man.

“The Daily Mile” was first developed in 2012 by headteacher Elaine Wyllie and encourages children to run, jog, wheel or walk outdoors for 15 minutes every day.

ITV has been a partner since 2018, helping the campaign sign up 11,000 more schools and two million more children.