Sport In Mind Launches ‘Saving Lives Through Sport’ Campaign With Berocca
Sport In Mind, the UK’s pioneering mental health sports charity, has launched its new Saving Lives Through Sport campaign with support from energy brand Berocca, shining a light on the powerful role movement can play in supporting mental health and helping people feel connected before they reach crisis point.
Every year, around 200 children lose their lives to suicide. Sport In Mind believes that prevention starts much earlier and that sport and physical activity can offer far more than physical benefits. For some, it can provide confidence, routine, connection, a sense of belonging and a community of people around them when they need it most.
The campaign launched on World Mental Health Day, 10th October 2026, bringing together a powerful new film sponsored by nutritional supplement brand Berocca to celebrate the mental health benefits of running.
At the heart of the campaign is a new film, directed by Paul Jordan and produced by Megan Sutton, which has been more than two years in the making. A true labour of love, the project brought together 18 animators from six countries, and an army of wider creative collaborators who all contributed their time and talent to bring the idea to life. Many were drawn to the project through their own personal connection to running and its impact on their mental health. The result is a unique mix of animation styles and live-action footage that reflects the diversity of the running community.
The film features everything from 2D drawing and 3D CGI to model-making, paper collage, fuzzy felt, stop-frame and AI-assisted animation, including work from a stop-frame animator who worked on Fantastic Mr Fox. It features runners of different ages and abilities, including a wheelchair user, a blind runner and Sport In Mind ambassador andf ormer footballer and Love Island star Dejon Noel-Williams.
The lyrics, performed by Genesis Elijah, were written by Paul Jordan and originally conceived as a three-act spoken word poem. The film moves from stereotypical images of the archetypal runner, through a celebration of the many different people who run, to its central message: that what ultimately unites runners is the way running makes them feel.
