Supporting Lee Freeman’s ‘Extra Mile’ Challenge

Over recent weeks we have been privileged to deploy our PR expertise in support of a remarkable fundraising challenge being undertaken by a Sheffield based personal trainer.

Lee Freeman set himself the extraordinary ‘extra mile’ challenge. He planned to run 101 miles by completing 34 laps of Sheffield’s Rother Valley Country Park. Lee was running to fundraise for The Teenage Cancer Trust and in memory of John Bennett (13) and Lacey Bennett (11) who were murdered alongside their mother and a friend at their home in Killamarsh in Derbyshire in 2021.

Lee is a friend of John and Lacey’s father, and he wanted to take on the challenge to keep their memory alive and inspire others, demonstrating that huge goals can be achieved with the right preparation, planning, training and mindset.

Lee set off at 11:00 on Friday 28 July and successfully completed the run on Saturday 29 July…having actually run 102 miles!

We were inspired by Lee’s plans and set about helping him publicise his fundraising efforts in the lead up to the event. The media coverage we have achieved has contributed to Lee raising over £3,000 for the Teenage Cancer Trust – three times his original target.

Our HTV Methodology in Action

Lee’s story is a perfect example of how our Human, Topical and Visual (HTV) methodology is effective in securing media interest and coverage that drives valuable outcomes.

We know that stories are much more likely to interest the media if they have strong human interest, are topical and are accompanied by, or have the potential to generate, attention grabbing images or video.

Lee’s ‘Extra Mile’ challenge and the tragic story of John and Lacy Bennett met that criteria and was therefore highly likely to interest the media. The story has strong human interest and local TV and radio would be able to come and speak with Lee and film him whilst undertaking his challenge, generating impactful visuals.

We are delighted for Lee and the family of John and Lacey that we were able to secure multiple media opportunities for Lee in print, online, on TV and on radio. Lee was interviewed on Hallam FM in the lead up the event, and both Calendar and Look North filmed and interviewed Lee during the event.

You can find out more about Lee’s challenge via the news items below.

Look North

BBC News Online

Derbyshire Times

Lee is already planning his next fundraising effort. We look forward to hearing more about it as running 102 miles is going to be pretty hard to beat!

Well done, Lee!