A new initiative launched in mid March by Sport England, following the British Government’s advice to stay at home during pandemic, was fronted by a national campaign to help people stay active during the coronavirus crisis.
‘Join The Movement’, developed in harness with agency by FCB Inferno, aimed to offer creative ideas for exercising indoors following on from the government lockdown.
Today we've launched a new campaign ‘Join the Movement’ to inspire people to get creative with moving and staying active in and around the home.
Follow @StayInWorkOut and search the hashtag #StayInWorkOut, or use it to add your own ideas for moving around the home.
— Sport England (@Sport_England) March 26, 2020
The initiative targets a broad audience of men and women of all ages and includes specific content aimed at people over-70 and parents who want to get active with their children. As opposed to most previous Sport England campaigns which have largely pinpointed specific audiences to target.
The launch phase of interactive campaign primarily focused on community-building by encouraging people to share their own experiences socially and inspire others to join in using the hashtag #StayInWorkOut.
The initiative was hubbed around an online site offering access to a range of home workout options: including free fitness content and advice from the NHS, Nike Training Club, Les Mills On Demand, Joe Wicks, FiiT and others.
The site also offered a range of information and suggestions for exercising outside close to your home for one session a day – in line with the government’s guidelines.
The campaign content spans digital and social media with web content supporting people who want to get active with their children and the over 70s, as well radio ads voiced by Mel Giedroyc of English comedy duo Mel and Sue and the launch phase opened with social posts led by imagery of people getting active indoors alongside motivational slogans such as ‘Join the family balancing act’ and ‘No kit, no uniforms, no wrong moves’.
We've collated lots of fun and creative ideas on how to active at home. Take a look https://t.co/3jpTypcZ5a pic.twitter.com/8KFGuLbhg9
— Stay In Work Out (@StayInWorkOut) March 26, 2020
We've joined the movement #StayInWorkOut
Join for the stretching with our new seated Yoga classes https://t.co/V5F68QDslw#WheelPower #Yoga pic.twitter.com/KdExKazd3b
— WheelPower (@wheelpower) March 26, 2020
Images and films which participants shared online were later used in Sport England’s advertising over the coming weeks through the pandemic.
For example, on 27 April Sport England rolled out an uplifting social video from material collated from content shared by those participating in the campaign and tagged with the campaign hashtag.
‘Join The Movement’ is supported by the Department for Digital, Culture, Media & Sport and funded by The National Lottery.
“Despite this time of great uncertainty, we are already seeing people find fun and creative new ways to get moving and come together, even while staying apart,” commented Sport England Chief Executive Tim Hollingsworth in the launch PR.
“This campaign seeks to help bring together the best of that and encourages people to share what they are doing using #StayInWorkOut.”
The work was created by a team at FCB Inferno and was written by Senior Copywriter Sarah Lefkowith and art directed by Nicole Chen, while other members of the team included Executive Vice President Sharon Jiggins, Senior Account Director Emily Whiteaway, Account Manager Becky Glover, Strategy Director Laura Pirkis, Director of Production Nikki Chapman, Head of Business Affairs Caio Silva, Chief Creative Officer Owen Lee, Senior Art Director Nicole Chen and Joint Design Lead Becci Salmon.
MediaCom ran media planning and Manning Gottlieb OMD handled media buying.
Sharon Jiggins, FCB Inferno’s executive vice-president, added: “This was a campaign with an urgent objective to maintain people’s activity levels at a time when their normal path to exercise is limited, impacting not only their physical health but their mental well-being too. Harnessing the optimism and resilience of the public’s ingenious ways to stay active, this campaign celebrates the new mantra of #StayInWorkOut.”
Outcome:
In its first two weeks the campaign hashtag was mentioned around 13,000 times and Sport England estimated it had reached almost 150 million users on Twitter alone.
While the 27 April ‘Join The Movement – Stay In, Work Out’ spot generated more than 217,000 views on Sport England’s Twitter feed, 70,000 views on its Facebook page, plus another 13,000 views on its YouTube channel and 1000 on Instagram.
Comment:
An admirable initiative turned round in double-quick times – although, understandably, the creative feels ‘a bit work from home’?
Without the award-winning creative power of the same team’s #ThisGirlCan initiative (the latest iteration of which rolled out in January 2020 – see case study).
One wonders how it might fare against other similar free platforms such as Adidas #HomeTeam project (see case study).
Links:
StayInWorkOut
https://www.sportengland.org/stayinworkout/
https://twitter.com/StayInWorkOut
https://www.instagram.com/stayinworkout/
https://www.facebook.com/stayinworkout/
Sport England
https://twitter.com/Sport_England
https://www.linkedin.com/company/sport-england/
https://www.facebook.com/sportengland
https://www.instagram.com/officialsportengland/
FCB Inferno
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