Published 10 Sep 2026
The UK’s best value rail operator, Lumo, is supporting its official charity partner Daft as a Brush by donating digital advertising space along the route of Sunday's Great North Run, while also inviting the public to send messages of encouragement to participants taking on the iconic event.
The Newcastle-based rail operator will display messages of support for runners on a series of digital screens positioned along the 13.1-mile route from Newcastle to South Shields, helping motivate participants as they take on one of the world's most famous half marathons.
As part of the initiative, Lumo has also gifted advertising space to Daft as a Brush Cancer Patient Care, enabling the North East charity to raise awareness of its vital work supporting cancer patients across the region and offer messages of encouragement to support their 80+ Great North Runners.
Founded in Newcastle, Daft as a Brush provides free transport for cancer patients travelling to and from hospital appointments, helping thousands of people access treatment and care each year. Lumo customers have raised thousands for the charity over the past year, in addition to colleagues even taking on a special charity sky dive to raise extra cash for the vital organisation.
Friends, family members and supporters are now being encouraged to submit messages of encouragement for runners, with selected messages appearing on screens at locations along the race route on event day.
Richard Salkeld, Director of Communications and Partnerships at Lumo, said: "This weekend is one of the biggest moments in the region’s calendar, bringing together thousands of people in support of incredible causes. We're proud to be using our innovative partnership to shine a spotlight on our charity partner, Daft as a Brush, while also giving people the opportunity to cheer on friends and loved ones taking part in the run.
"Whether someone is running for a personal challenge, in memory of a loved one or to raise money for charity, we know how much a message of support can mean when the miles start to feel tough. We can't wait to see the messages appear along the route and help create an unforgettable day for participants."
Lumo is once again working alongside North East based outdoor advertising estate owner Smart Outdoor, part of the Smart Media Group, who will be facilitating the screens. Locations where messages will be visible include the Tyne Bridge, Whitemare Pool, and South Shields. The innovative partnership has previously been recognised at the Corporate Engagement Awards in the ‘Most Effective One-Off Campaign’ category.
Andrea Glover, CEO of Daft as a Brush, said: “We’ve been genuinely blown away by the support we’ve received from Lumo over the past year. Their colleagues and customers have got behind us in such a special way, whether that’s through onboard donations or special one-off challenges.
“This advertising space is incredibly valuable to us. This will put Daft as a Brush in the spotlight on one of the biggest days of the year for our region and spread the message about what we do even further. But what makes it especially meaningful is the chance to celebrate our incredible runners. Every mile they run, every tired step and every moment they have to dig deep represents their commitment to helping cancer patients. Good luck to every single one of our runners, we’ll be cheering you on every step of the way and thank you to our friends at Lumo and Smart Outdoor.”
Selected messages will appear on digital screens at key points throughout the event, giving runners an unexpected boost as they make their way towards the finish line in South Shields. People wishing to submit a message of encouragement can do so here.
This is a partnership between Lumo, Smart Outdoor and Daft as a Brush.
The Newcastle-based rail operator will display messages of support for runners on a series of digital screens positioned along the 13.1-mile route from Newcastle to South Shields, helping motivate participants as they take on one of the world's most famous half marathons.
As part of the initiative, Lumo has also gifted advertising space to Daft as a Brush Cancer Patient Care, enabling the North East charity to raise awareness of its vital work supporting cancer patients across the region and offer messages of encouragement to support their 80+ Great North Runners.
Founded in Newcastle, Daft as a Brush provides free transport for cancer patients travelling to and from hospital appointments, helping thousands of people access treatment and care each year. Lumo customers have raised thousands for the charity over the past year, in addition to colleagues even taking on a special charity sky dive to raise extra cash for the vital organisation.
Friends, family members and supporters are now being encouraged to submit messages of encouragement for runners, with selected messages appearing on screens at locations along the race route on event day.
Richard Salkeld, Director of Communications and Partnerships at Lumo, said: "This weekend is one of the biggest moments in the region’s calendar, bringing together thousands of people in support of incredible causes. We're proud to be using our innovative partnership to shine a spotlight on our charity partner, Daft as a Brush, while also giving people the opportunity to cheer on friends and loved ones taking part in the run.
"Whether someone is running for a personal challenge, in memory of a loved one or to raise money for charity, we know how much a message of support can mean when the miles start to feel tough. We can't wait to see the messages appear along the route and help create an unforgettable day for participants."
Lumo is once again working alongside North East based outdoor advertising estate owner Smart Outdoor, part of the Smart Media Group, who will be facilitating the screens. Locations where messages will be visible include the Tyne Bridge, Whitemare Pool, and South Shields. The innovative partnership has previously been recognised at the Corporate Engagement Awards in the ‘Most Effective One-Off Campaign’ category.
“This advertising space is incredibly valuable to us. This will put Daft as a Brush in the spotlight on one of the biggest days of the year for our region and spread the message about what we do even further. But what makes it especially meaningful is the chance to celebrate our incredible runners. Every mile they run, every tired step and every moment they have to dig deep represents their commitment to helping cancer patients. Good luck to every single one of our runners, we’ll be cheering you on every step of the way and thank you to our friends at Lumo and Smart Outdoor.”
Selected messages will appear on digital screens at key points throughout the event, giving runners an unexpected boost as they make their way towards the finish line in South Shields. People wishing to submit a message of encouragement can do so here.
This is a partnership between Lumo, Smart Outdoor and Daft as a Brush.
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