Conway Bailey Transport has joined forces with The Noah Jordan Foundation to launch Miles for Mito, a new campaign that will see a number of specially branded trailers travel across the UK and beyond, raising awareness of mitochondrial disease and the important work of the Cornwall-based charity.
Based in Scorrier, Cornwall, Conway Bailey Transport is one of the South West’s largest transport and logistics employers, with more than 250 drivers who take the company’s trucks over 100,000 miles a year across an extensive operation spanning the UK and Europe.
Through the Miles for Mito campaign the company is helping take Noah’s story and the Foundation’s mission far beyond Cornwall.
The Noah Jordan Foundation was established in memory of Noah Jordan, a little boy from Cornwall who died in 2024 at just nine months old from POLG mitochondrial disease, a devastating condition that attacks the liver and brain and for which there are currently no treatments or cure.
His legacy is now driving work to fund vital medical research, raise awareness and support affected children and families, with the hope of developing effective treatments and, ultimately, finding a cure.
The first vehicle in the campaign, Miles for Mito #01 – Noah’s Lorry, carries The Noah Jordan Foundation’s distinctive branding alongside the Miles for Mito campaign identity and recognition of Conway Bailey Transport’s support.
The striking design will transform the trailer into an unmistakable moving billboard for mitochondrial disease awareness as it travels across the UK and beyond.
However, the partnership is intended to be much more than a logo on the side of a vehicle.
Miles for Mito has been created around one simple idea: every mile tells a story.
As Noah’s Lorry travels the road network, every journey will provide an opportunity to introduce more people to mitochondrial disease, share Noah’s story and encourage the public to learn more about the children and families affected by these devastating conditions.
Ben Jordan, Founder of The Noah Jordan Foundation and Noah’s father, said: “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.
“When Conway Bailey first offered to brand a trailer for us, we were absolutely delighted. But the more we spoke about it, the more we realised there was an opportunity to create something far greater than a logo on the side of a lorry.
“Miles for Mito is about using every one of those journeys to start conversations. Someone might see the lorry on the A30 in Cornwall, the M5 near Birmingham or the A1 near Newcastle and, perhaps for the first time, wonder what mitochondrial disease is.
“That one moment of curiosity matters. Awareness leads to understanding, understanding builds support and, ultimately, that takes us closer to a brighter future for children and families affected by these devastating diseases.
“When Noah died, I promised him that the impact I would have on these diseases in my lifetime, for other children, would be his legacy, and I will not let him down.
“We are incredibly grateful to Conway Bailey for helping us honour that promise, believing in our mission and enabling us to take Noah’s story, together with the stories of other children lost to and affected by these cruel diseases, further than we ever could alone.”
The campaign will also encourage members of the public to get involved by looking out for Noah’s Lorry on its travels and sharing sightings using #MilesForMito.
Under the campaign’s “Spot it. Share it. Discover the story.” concept, people will be encouraged to safely photograph the vehicle when they encounter it, share where they spotted it and tag The Noah Jordan Foundation and Conway Bailey Transport on social media.
Each sighting will become part of something far greater: a growing picture of Noah’s story travelling across the UK and beyond, raising awareness and inspiring people to join the fight against mitochondrial disease.
Lee Wills, Operations Director at Conway Bailey Transport, said: “We are incredibly proud to be supporting The Noah Jordan Foundation through Miles for Mito.
“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.
“When we heard Noah’s story and learned more about the Foundation’s work, we knew we wanted our support to be about more than simply putting a logo on a trailer.
“We were deeply moved by Ben and his family’s story and their determination to turn such unimaginable loss into something that can help other children and families.
“Noah’s Lorry gives us the opportunity to start conversations, raise awareness and carry Noah’s story across the UK and beyond. We are incredibly proud to have it representing The Noah Jordan Foundation on the road.”
Miles for Mito #01 – Noah’s Lorry began its journey on 7th September 2026. It will be the first of a number of specially branded lorries, with future vehicles carrying the names and stories of other children lost to and affected by mitochondrial disease.
Through every journey and public sighting, Miles for Mito will carry these children’s stories further. People can support the campaign by donating at here.
In doing so, it will help fund vital medical research, raise awareness, support affected families and drive forward the charity’s mission.
