Deo Kato Homecoming

Summary

26

Pieces of Coverage

Total number of online, offline and social clips in this report

1.7M

Estimated Views

Prediction of lifetime views of coverage, based on audience reach & engagement rate on social

532M

Audience

Combined total of publication-wide audience figures for all outlets featuring coverage

24.6K

Engagements

Combined total of likes, comments and shares on social media platforms

68

Avg. Domain Authority

A 0-100 measure of the authority of the site coverage appears on. Provided by Moz

Support the journey

As part of our pro-bono CSR work in 2024, we supported Deo Kato with his journey running from Cape Town to London, over 500 days and 9,000 miles to document human migration.

At every stage of the campaign journey, we collaborated closely with Alice Light, Project Manager of Cape Town to London, to maximise all opportunities, ensure messaging was on point and that the right story was being told.

We hosted our first Moving Meet of 2024 in support of this feat, held at The Africa Center in Bermondsey. It was a great success with dozens of runners and supporters coming together to champion his cause and help raise funds.

Deo was also the first recipient of Aspire's Active Community Fund, championing people and communities using movement for change.

Reaching the finish

Our second major supporting moment was focused on Deo's final leg after his arrival in the UK, running from Greenwich to Hammersmith.

Deo's last day of running was the moment to tell his story once more, and in full. With this in mind, Aspire strategised and executed a proactive earned media plan to secure news gen features on his arrival to the UK and London and encourage people to join him.

This resulted in coverage in The Guardian, Yahoo!, Runner's World, BBC South East, The Voice online, and UKRunChat.

The final leg

Three members of the Aspire team joined Deo for his last leg to London, with Sam and Lory running alongside to help manage media interviews on the day of his arrival into London, and to celebrate his journey.

Media we secured to spread the news of Deo's return included Channel 4, who conducted a video interview outside Downing Street and at the finish line in Hammersmith, as well as 'on the go' interviews with BBC World Service NewsHour, BBC Radio 2 and ITN.

Celebrating the journey

After the end of Deo's epic run, culminating in his final arrival into London, we wanted to ensure that news of his achievement continued to be shared and talked about. We facilitated an interview with BBC One, where Deo appeared as a highlighted guest on both the News at Six and News at Ten. Additionally, we secured further news generated features in Live for the Outdoors, The Running Channel and The Evening Standard and worked on podcast guest appearances on the Runner's World podcast and the Gone Running podcast.

Coverage

26 pieces of coverage in total

Deo Kato: The man running over 12,000km from Cape Town to London

uk.style.yahoo.com/deo-kato-man-running-over-094700129.html
Estimated Views
3.77K

Yahoo Style

Stay on trend with the latest lifestyle tips and news. Learn how to live well, find family advice and inject some style into your wardrobe, home and garden.

86
Domain Authority
Provided by Moz logo
1.3M
Unique Visits

Ugandan runner due to arrive in London after 516 days and 7,700 miles on the road

theguardian.com/global-development/2024/dec/20/ugandan-runner-deo-kato-cape-t...
Estimated Views
237K
Engagements
69

The Guardian online

Latest US news, world news, sports, business, opinion, analysis and reviews from the Guardian, the world's leading liberal voice

95
Domain Authority
Provided by Moz logo
303M
Unique Visits

Deo Kato: The man running over 12,000km from Cape Town to London

runnersworld.com/uk/news/a63224509/deo-kato-london-cape-town-run/
Estimated Views
23.1K

Runner's World

The online home of Runner's World magazine. Running news, training advice, inspiring stories, running shoe reviews, gear tips, and more.

85
Domain Authority
Provided by Moz logo
6.65M
Unique Visits
Provided by SimilarWeb logo

Deo BBC South East recording

Deo Kato: The man running over 12,000km from Cape Town to London

msn.com/en-gb/news/other/deo-kato-the-man-running-over-12-000km-from-cape-tow...
Estimated Views
539K

MSN

Your customizable and curated collection of the best in trusted news plus coverage of sports, entertainment, money, weather, travel, health and lifestyle, combined with Outlook/Hotmail, Facebook, Twitter, Bing, Skype and more.

94
Domain Authority
Provided by Moz logo
126M
Unique Visits
Provided by SimilarWeb logo

WhatsApp Image 2024 12 21 at 11 15 32 39ccf504

The Guardian

106K
Circulation

Deo BBC Radio 2 Recording

Deo BBC World Service Newshour Recording

The Best Running Performances of 2024 - The Running Channel

therunningchannel.com/best-running-performances-2024/
Estimated Views
36.7K

The Running Channel

The latest news, reviews, how-tos, features, top tips and more from the world's fastest-growing running community.

33
Domain Authority
Provided by Moz logo
143K
Unique Visits
Provided by SimilarWeb logo

BBC World Service - Newshour, Could German market attack have been prevented?

bbc.co.uk/programmes/w172zb98ty8qc17
Estimated Views
413K

BBC

The best of the BBC, with the latest news and sport headlines, weather, TV & radio highlights and much more from across the whole of BBC Online.

95
Domain Authority
Provided by Moz logo
66.1M
Unique Visits
Provided by SimilarWeb logo

Deo Kato Completes His 8,230 Mile Run From Cape Town To London - The Running Channel

therunningchannel.com/deo-kato-completes-run-from-cape-town-to-london/
Estimated Views
36.7K

The Running Channel

The latest news, reviews, how-tos, features, top tips and more from the world's fastest-growing running community.

33
Domain Authority
Provided by Moz logo
143K
Unique Visits
Provided by SimilarWeb logo

Trail runner Deo Kato becomes first person to run from Cape Town to London

livefortheoutdoors.com/trail-running/news/deo-kato-runs-cape-town-to-london/
Estimated Views
4.17K

live for the outdoors

LFTO provides in-depth gear reviews, route guides, and expert advice for hikers, backpackers, trail runners, and everyone who loves outdoor adventure

49
Domain Authority
Provided by Moz logo
71.8K
Unique Visits

Brit-African man completes mega run from Cape Town to London | Sport | News

thephoenixnewspaper.com/brit-african-completes-mega-run-from-cape-town-to-london
Estimated Views
1.96K

The Phoenix Newspaper UK | Latest news in UK | Positive news | Inspiring The Next Generation

The Phoenix Newspaper focuses on only Positive, Informative and Objective news. The newspaper is a powerful voice for everyone living in the UK.

34
Domain Authority
Provided by Moz logo
7.9K
Unique Visits
Provided by SimilarWeb logo

BBC One HD London - News at Six

Episode 94 - Deo Kato (Part 2) - Gone Running

buzzsprout.com/2051159/episodes/16509304-episode-94-deo-kato-part-2
Estimated Views
5.09K

Free Podcast Hosting - Buzzsprout

Buzzsprout is the easiest way to start a podcast. It gets your podcast online and into Apple Podcasts, YouTube, and Spotify. Then you can track your show with the most advanced podcast statistics.

84
Domain Authority
Provided by Moz logo
822K
Unique Visits
Provided by SimilarWeb logo

Episode 93 - Deo Kato (Part 1) - Gone Running

buzzsprout.com/2051159/episodes/16475290-episode-93-deo-kato-part-1
Estimated Views
5.09K

Free Podcast Hosting - Buzzsprout

Buzzsprout is the easiest way to start a podcast. It gets your podcast online and into Apple Podcasts, YouTube, and Spotify. Then you can track your show with the most advanced podcast statistics.

84
Domain Authority
Provided by Moz logo
822K
Unique Visits
Provided by SimilarWeb logo