IAAF engages BCW to drive global campaigns

The International Association of Athletics Federations (IAAF) has appointed global communications agency Burson Cohn & Wolfe (BCW) to run global campaigns to promote its events and sports initiatives.

The campaigns will seek to raise global awareness of the sports of running and walking as easy ways for people to stay fit and healthy.

The first campaign of the partnership will be the IAAF Run 24:1 global initiative, which launches this weekend. The initiative will consist of 24 one-mile runs organised in 24 cities around the world, all in 24 hours.

Burson Cohn & Wolfe Sport will work with the IAAF to launch the event under the ‘First Mile’ concept and will focus on the beneficial effects of “running on happiness”.

Scott Wilson, BCW president in Europe and Africa, said: “Through this new appointment, BCW’s sports practice continues to establish its global reputation for providing excellence to its stable of high-profile and international sporting clients. The values that the IAAF are promoting through this campaign – contributing to global initiatives in favour of healthy living and happiness – are completely in line with those of BCW and something that we are proud to take part in.”