Conway Bailey Transport has launched the Miles for Mito campaign together with The Noah Jordan Foundation, beginning with a refrigerated trailer dedicated to Noah Jordan, a Cornish boy who died in 2024 at just nine months old from POLG mitochondrial disease.
The first vehicle, Miles for Mito #01 – Noah’s Lorry, entered service on 7 September and is expected to cover around 100,000 miles a year as part of Conway Bailey’s normal transport operations.
Rather than limiting the partnership to a charity logo on a vehicle, the haulier and foundation have developed the idea into a series of mobile awareness campaigns. Further trailers are planned, carrying the names and stories of other children who have died from or are living with mitochondrial disease.
Conway Bailey, based in Scorrier, Cornwall, employs more than 250 drivers and operates services across the UK and Europe. Operations director Lee Wills said the distances covered by the company’s vehicles offered an opportunity to put the campaign in front of people far beyond the charity’s home region.
Ben Jordan and Conway Bailey Transport’s Lee Wills with Noah’s Lorry, the first vehicle in the Miles for Mito awareness campaign.
“Our vehicles each travel around 100,000 miles across the UK and Europe every year, so being able to use that reach to tell Noah’s story and raise awareness of mitochondrial disease means a great deal to us,” Wills said.
From trailer branding to a wider campaign
The idea began when Conway Bailey offered to brand a trailer for The Noah Jordan Foundation. According to Noah’s father and foundation founder Ben Jordan, discussions soon developed into something broader: using the repeated journeys made by working trucks to prompt motorists and other road users to find out more about mitochondrial disease.
The campaign is being promoted under the slogan “Spot it. Share it. Discover the story.”
People who see one of the vehicles are encouraged to safely photograph it, share where they spotted it and use the hashtag #MilesForMito. The hope is that sightings on major routes such as the A30, M5 or A1 will encourage people who may never have encountered mitochondrial disease before to look up the campaign.
For Jordan, the scale of the transport network is an important part of the project.
“There is something incredibly powerful about the thought of Noah’s Lorry travelling thousands of miles around the country, carrying his name and his story with it,” he said.
Campaign to expand to further trailers
The Noah Jordan Foundation was created after Noah died from POLG mitochondrial disease, a rare genetic disorder affecting mitochondrial function. The organisation raises money for medical research, works to increase awareness and supports families affected by mitochondrial diseases.
Noah’s Lorry will now operate as part of Conway Bailey’s regular fleet rather than on a dedicated promotional tour, effectively turning routine freight journeys into a travelling awareness campaign.
And it will not remain a single-vehicle project. Conway Bailey and the foundation say additional specially branded lorries will follow, each carrying the story of another child affected by mitochondrial disease.
That means the campaign’s eventual reach could extend well beyond the roughly 100,000 miles covered annually by the first trailer — using journeys the haulier would have been making anyway to put those stories in front of road users across Britain and Europe.
