TOGETHER WE MOVE

A council has used a popular grassroots running event as a platform to deliver its physical activity strategy at scale

The hugely popular Durham City Run Festival was launched by Olympic silver medallist and World Champion, Steve Cram CBE, in 2016. Attracting thousands of runners and spectators, the four-day festival comprises a 5K and 10K race, as well as Paula Radcliffe’s Families on Track, where families complete a 10K distance together in a continuous relay. Durham County Council has supported the event since its launch but, this year (2025), the council took its support to the next level. With its leisure brand, thrive, as headline sponsor, the council harnessed the excitement of the festival to develop a community-wide campaign, Together We Move. The campaign focused on movement and wellbeing, resulting in almost 10,000 residents engaging in physical activity over three months. It also supported the wider physical activity partnership strategy, Moving Together in County Durham, which launched in 2023 to embed movement into everyday life and tackle health inequalities across the county.

“All movement contributes to a healthier life, whether that’s cycling to the shops, walking to school, doing some gardening or playing in the park,” says Deborah Holmes, the council’s Strategic Manager for wellbeing, sport and leisure.

It’s so good to see families enjoying being active together

“We used the Durham City Run Festival to promote movement at all levels by creating a series of activities leading up to the event.”

Making movement accessible Running from May to July, Together We Move delivered an extensive programme of inclusive activities and events designed to support everyday movement across a variety of settings.

The campaign’s digital fitness challenge, run through the Technogym app, encouraged residents to track all kinds of movement, from gym workouts to climbing stairs.

Promoted through Facebook and the council’s thrive leisure app, the challenge attracted 320 participants and logged an impressive 12.5 million moves, the council’s highest ever engagement for a digital campaign. Prizes included gym memberships, Technogym equipment and free Durham City Run places.

“We’re really pleased with the level of engagement we attracted during this digital fitness challenge,” Holmes says. “It shows the strength of our community and is a great example of how technology can help make activity accessible and inclusive. We aim to launch more challenges in the future.”

To create pathways into the festival’s 5K event, the council delivered 14 Couch to 5K programmes across the county, engaging 160 people. The 10-week programmes were led by qualified run leaders and hosted at community venues. WhatsApp groups provided peer support, accountability and motivation between sessions.

The council also ran four Start Me Up events. These free and friendly sessions helped new and returning runners become familiar with the Durham City Run course, allowing them to build confidence and reduce any anxiety about taking part ahead of the race events.

Jess, one of the participants – who was also recovering from surgery – said: “The Start Me Up runs were a great way to get back into running following a few months out. Seeing and experiencing a new route with the idea of completing the full 5K drove me to attend. I will definitely be joining more events in the future.”

At the same time, more than 70 families took part in Paula Radcliffe’s Families on Track, the popular family relay event launched by the long-distance running legend. 2025 marked the year that the event returned to Durham, the city where the concept made its original debut.

“Having fun is a core objective of Families on Track,” Radcliffe says. “It’s so good to see families enjoying being active together, especially in such a beautiful setting. I’ll always have a soft spot for Durham and I love coming back up here with my own family to be part of the festival.”

Following the Families on Track event, the council welcomed Fireride Local, a pop-up cycling event that gave children and adults the chance to test their skills on a purpose-built track, try out different bikes, and enjoy cycling in a safe, friendly environment. The event also featured professional riders performing spectacular stunt demonstrations.

Driving participation beyond fitness spaces Together We Move reached beyond traditional leisure settings and tapped into other initiatives to encourage residents to move more. During national Walk to School Week, the council’s wellbeing team and travel planning unit worked with schools to encourage participation.

Supported by information packs and incentivised through a prize draw offering £250 vouchers for school sports equipment, around 5,200 children from 22 schools got involved in the initiative.

5,200 children from 22 schools got involved in the initiative

May’s National Walking Month saw 455 people join 52 weekly wellbeing walks, while July’s Together We Move Big Walk brought around 80 participants together for a 90-minute walk through parkland near Lumley Castle. A Gentle Steps version offered a shorter, more accessible option, followed by a community picnic to encourage connection and social wellbeing.

PLACES

The council also encouraged workplace activity. As part of its Better Health at Work programme, it staged its first seven-a-side football tournament for council staff during festival week. Hosted at Meadowfield Leisure Centre, the mixed-ability competition drew 20 teams and 200 employees across departments, from traffic management to licensing.

The tournament brought staff together in a new way, said community wellbeing coordinator Dean Tinkler, who organised the event.

Tinkler said: “I didn’t expect the tournament to be as popular as it was - teams were still enquiring after the deadline. It was great to see staff come from different departments and have fun competing for the trophy. We’ll be looking to do it again next year with more time and planning to make it bigger and better.”

Celebrating the volunteer workforce During Volunteers’ Week, the council recognised and celebrated those who give up their time to support the delivery of its physical activity programmes and services. Events were held across parks, libraries, museums and community spaces to thank walk leaders, run leaders and leisure volunteers for their dedication.

Volunteer walk leader, Jane Whitall, said: “Wellbeing walks are important, especially for getting people out and moving. Some people may not see anyone from one week to the next. The thank you walk at Derwent Manor was amazing. It was lovely to meet other volunteers, discuss our different walks and get to know each other. It gave me a real sense of appreciation from the council and an understanding of just how many people give up their free time to do these things.”

Delivering movement at scale

By aligning Together We Move with the Durham City Run Festival, Durham County Council has shown how local authorities can harness the excitement and enthusiasm of popular community events to deliver their health and wellbeing goals. Rather than simply sponsoring the festival, the council used it as a springboard for inclusive, county-wide participation, reaching new audiences and helping to create sustainable behaviour change in the process.

“This was so much more than a race,” says Holmes. “It was about making movement feel relevant, fun and accessible, for all residents wherever they are in their fitness journey.”