The Iceland Foods Charitable Foundation (IFCF) is proud to be supporting Chasing Yesterday Marathons, an extraordinary Guinness World Records™ attempt raising awareness and funds for Nacoa (National Association for Children of Alcoholics), IFCF’s charity partner.
Through our partnership with Nacoa, IFCF is helping more children affected by parental alcohol misuse access vital support at an earlier stage. Together, we have already helped expand Nacoa’s Schools Programme to more than 100 schools across the UK, creating safe spaces where children can speak openly, access support and know they are not alone.
To help maximise the impact of the challenge, IFCF will match donations from Nacoa’s London fundraising event up to £25,000, doubling the funding available for the charity’s Schools Programme and helping reach even more children in need.
A Challenge Like No Other
On 24 July, Nacoa Patron Calum Best, Ambassador Josh Connolly, sports commentator Ian Stringer and endurance athlete Scott Murdoch will attempt a Guinness World Records title by completing two marathons across two countries and two different days.
The team will begin by running a marathon in Samoa before flying across the International Date Line to American Samoa. After effectively travelling back 24 hours, they will complete a second marathon — finishing the distance “yesterday”.
While the challenge is a remarkable test of endurance, it also carries an important message. Many children affected by a parent’s drinking wish they could go back and change their experiences. While the past cannot be rewritten, support and early intervention can help change the future.
Why This Matters
Across the UK, around 2.6 million children are affected by parental alcohol misuse. Many experience anxiety, isolation and uncertainty, often feeling unable to talk about what they are going through.
Nacoa provides vital support through its confidential helpline, resources and Schools Programme, helping children and young people understand they are not responsible for a parent’s drinking and that support is available.
Hilary Henriques MBE, Founder and CEO of Nacoa, said:
“We receive thousands of calls to our helpline every week, and so often we hear the same thing: people wish they had felt able to break the silence around growing up with a parent who struggles with alcoholism. While we can’t change the past, we can change the conversation. We can create space to talk openly and remove the stigma that keeps so many silent.”
Supporting Earlier Intervention
Funds raised through Chasing Yesterday Marathons will help Nacoa reach more schools, more communities and, ultimately, more children who need support.
Early intervention can be life-changing. By helping children feel seen, heard and understood, we can give them the confidence and support they need to build brighter futures.
The Journey Begins in London
Ahead of the Samoa challenge, 100 supporters will join the Chasing Yesterday team for a special fundraising 10K at London’s Queen Elizabeth Olympic Park on 11 July.
The event will bring together supporters and advocates, including Lord Richard Walker, Rt Hon Jonathan Ashworth CBE, Michelle Heaton and Chanita Stephenson, to raise awareness and funds for Nacoa’s work. Thanks to RunThrough, all 100 places have been donated free of charge, ensuring more money raised goes directly to supporting children and young people.
Lord Richard Walker, Executive Chairman of Iceland Foods and Chair of IFCF, said:
“The Chasing Yesterday event is a powerful reminder of the resilience children show every day when growing up with adversity. Supporting Nacoa reflects our Doing It Right philosophy – helping children feel seen, supported and understood, and backing causes that genuinely make a difference in people’s lives.
“I’m also proud to be running the London Olympic Park 10K as part of this effort, and to stand alongside everyone raising awareness for such an important cause.”
Creating Lasting Change
The Chasing Yesterday team hopes to raise £100,000, with every donation going directly towards supporting children affected by parental alcohol misuse.
By helping to break the silence around parental alcohol misuse and ensuring support is available earlier, IFCF and Nacoa are working together to create brighter futures for thousands of children and young people.
Support the campaign
To donate and find out more about Chasing Yesterday Marathons, visit: Nacoa Chasing Yesterday