Running, as a topic, is one of our favourites. Not just because it resonates on a personal level, but also because it carries so much potential to branch off in different editorial directions.
One such direction, is the lesser-know ‘altruistic angle’ that we zero’d in on for our latest feature with Beevive.
Everyone already knows running from a fitness and health perspective, but it’s a topic that is less often recognised as a placeholder for conservation stories.
It was one of those big-picture realisations, that running actually puts an individual in pole position for nature-spotting, and specifically… bee-spotting.
This connection - the sum total of much creative detective work - was what clinched the decision to defy convention… and write a fitness story, without a fitness angle.
At the time of publication, many media outlets were already covering the topic of bee welfare, pegged on the hashtag of Don’t Step on a Bee Day. With the very real risk of getting drowned out in the buzz of this event, niching down on a unique slant was definitely the best decision. By polishing the running angle with new insight, it (with any luck) made for greater impact and nuance, on this occasion.
As a fitness sub-topic, bee welfare is now up there with one of the most unconventional yet important we’ve yet to cover.
We hope, in the process, we managed to highlight the unique qualities of the Bee Reviver keyring, not least its capacity to fit in those teeny tiny activewear pockets that -until now- we might have always questioned the purpose of.