Three Verified Champions gained special access to the London Marathon, where they documented sustainability initiatives, interviewed participants from “Team Green” – the marathon’s sustainability-focused runner group – and created engaging videos that connected climate action to one of the world’s premier sporting events.
The London Marathon provided exactly the kind of cultural moment where climate conversations need to happen. Charlton (@thegeographyteacheruk), a geography teacher and creator from Harrogate, who attended the event as part of the Verified Champions network, shared his experience:
“Meeting Sally, the climate change coordinator for the Marathon, gave me an appreciation of the effort that goes into adapting to climate change. Her optimism about how big events like this can be modified to reduce environmental impact and how that can have a knock-on effect on anyone who experiences the day was inspiring.”
The Verified Champions network is a diverse community of experts, cultural leaders and creators dedicated to sparking conversations about climate change, building momentum for positive action while helping communities identify and resist mis- and disinformation.
At the London Marathon, the creators embarked on a full day of discovery, beginning at the Team Green assembly area in Blackheath where they welcomed new Verified Champion Charlie (@charlierwarren), who was also running the marathon. From there, they journeyed to Canary Wharf and continued to Mile 20 to document innovative water refill stations replacing single-use water bottles.
Throughout their journey, Champions engaged with the event’s sustainability team, learned about eco-friendly practices, and connected with Team Green participants focused on reducing the climate impact of their marathon experience.
This year’s London Marathon broke participation records with over 55,646 runners taking part, making it the largest marathon ever held. Despite this unprecedented scale, Champions documented several innovative sustainability measures including a “Peeing for the Planet” initiative that transforms runner waste into fertilizer, zero-waste energy bars with edible wrappers, and recycling stations collecting runners’ warmer clothes for donation to charity shops.
“My biggest takeaway was watching how making sustainability measures more accessible and just part of the environment is the way to go,” said Beatrice (@thefairedit), one of the Verified Champions present at the event. “People will do the eco-friendly thing as long as it’s easy and accessible. They will choose a sustainable option if it’s there and if it doesn’t add stress to their experience.”
This insight was echoed by fellow Champion Abbie (@abbiedewhurst), who noted: “What London Marathon have done, particularly with the green runners, is make the sustainable option actually the easier, more convenient choice. Hopefully the green runners become just the runners of our future.” The Champions’ documentation shows how effective sustainability can be when it enhances rather than complicates the participant experience.
Beyond the UK, Verified Champions worldwide are linking climate action to major cultural milestones. Whether it’s through sustainable practices inspired by Ramadan, extreme weather events during Carnival, the role of climate change in sports events, or music’s power to inspire action, the creators are ensuring that climate remains a central conversation throughout Earth Month and beyond.
The great transition from an extractive society to a regenerative one is already underway. Yet, for meaningful change to happen, people must feel connected to this urgent issue. Verified Champions are not just informing, they are inspiring, empowering and mobilising communities to act.
The Verified Champions initiative is proving that climate solutions are not just for policymakers and scientists: they are for everyone. And by making the conversation culturally relevant, we can help communities understand that climate action isn’t just necessary—it’s something everyone can and should participate in.
Feature Image by Gerd Altmann from Pixabay
