Burson Cohn & Wolfe (BCW), a leading global communications agency, has been appointed by the International Association of Athletics Federations (IAAF) to run global campaigns.

The sports practice of Burson Cohn & Wolfe will lead campaigns aimed at promoting global IAAF events and sports initiatives. The campaigns are aimed at raising global awareness around the sports of running and walking as easy and accessible ways for everyone to stay fit and healthy.

The first campaign – the IAAF Run 24:1 global initiative which launches this weekend on Saturday June 1st – will consist of 24 one-mile runs organised in 24 cities around the world all in 24 hours. In collaboration with IAAF, Burson Cohn & Wolfe Sport will to launch this event under the concept “First Mile” and will focus on the beneficial effects of running on happiness.

Watch the campaign launch video for IAAF Run 24:1 here.

Scott Wilson, President, Europe & Africa, BCW, said:  “Through this new appointment, BCW’s sports practice continues to establish its global reputation for providing excellence to its stable of high profile and international sporting clients. The values that the IAAF are promoting through this campaign – contributing to global initiatives in favor of healthy living and happiness – are completely in line with those of BCW and something that we are proud to take part in.”

Lars Haue-Pedersen, Managing Director of the Burson Cohn & Wolfe sports practice, said: “We are very happy to work with the IAAF to help them share their story and motivate runners and walkers around the world. The IAAF and athletics have an incredibly powerful reach, we are very much looking forward to supporting this great event coming up this weekend.” 


Tanya Heimlich-Ng Yuen – Director, Burson Cohn & Wolfe sports practice

Tel. +41 21 313 23 00

Email: tanya.heimlich@bcw-sport.com