Finance & InsuranceVHI × Nina Carberry — 'More Than Running' parkrun Campaign
Vhi partnered with Nina Carberry to showcase parkrun as an inclusive health initiative, combining trusted advocacy with evidence based wellbeing messaging.
Overview
The campaign
Vhi partnered with Sport Endorse to support its nationwide More Than Running campaign by connecting with trusted Irish sporting ambassador Nina Carberry. The campaign promoted the physical, mental and social benefits of parkrun through authentic community participation, PR activity and live event appearances, helping reinforce Vhi's commitment to healthier communities across Ireland.
The challenge
Vhi wanted to launch a national awareness campaign that would reposition parkrun as an accessible community health initiative rather than a competitive running event. The objective was to encourage participation among people of all ages and fitness levels while reinforcing Vhi's long-term brand purpose of helping people live longer, stronger and healthier lives.
To achieve this, the campaign required a credible ambassador capable of appealing beyond traditional running audiences. The ambassador also needed to communicate authentic wellbeing messages across earned media, live activations and campaign content while aligning naturally with Vhi's trusted healthcare reputation.
The Sport Endorse solution
Sport Endorse supported the ambassador activation by connecting Vhi with former professional jockey and national sporting figure Nina Carberry, whose profile aligned strongly with the campaign's inclusive positioning.
Working alongside Vhi and parkrun Ireland, the campaign centred on community participation rather than elite performance. Nina attended multiple parkrun events across Ireland, participated alongside members of the public, generated earned media coverage and featured across campaign imagery and communications.
This integrated approach helped Vhi extend the campaign beyond traditional sponsorship into an authentic community health platform.
Athlete fit
Nina Carberry was an ideal ambassador because she represented resilience, determination and everyday participation rather than professional running performance.
As one of Ireland's most recognised sporting personalities, she appealed to a broad demographic including families, recreational participants and those returning to exercise. Her personal experiences balancing work, family life and fitness enabled her to communicate the campaign's core message with credibility.
Rather than presenting exercise as intimidating or performance-driven, Nina demonstrated that parkrun welcomes everyone, whether walking, jogging, running or volunteering. This authenticity helped remove barriers to participation while reinforcing Vhi's inclusive health positioning.
Deliverables
- National brand ambassador secured and contracted
- Campaign launch PR activity
- Multiple media interviews
- National campaign photography
- Participation in parkrun community events
- Appearances at Poppintree (Dublin) and Ballincollig (Cork) parkruns
- Social media campaign content
- Community engagement with parkrun participants
- Brand image licensing for campaign assets
- Support for nationwide earned media coverage
- Ambassador integration across Vhi's More Than Running campaign
- The Trusted Quote
- "I'm proud to be an ambassador for Vhi's More Than Running campaign. I know as well as anyone that work and family commitments mean it can be really difficult to maintain an exercise routine. Having a parkrun to aim for on a Saturday morning, no matter how you plan to participate, means that you're not only reaping the social benefits of such a communal event, but you're also having a positive impact on your health."
- Nina Carberry, Former Jockey
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