Liverpool City Council – Physical Activity Campaign
Total engagements summary
The campaign has engaged with 287,730 unique people.*
Unique people engaged
From Liverpool
%
Target audience in Liverpool
Exploration
Insight research highlighted how due to stress, work, cost and other factors that our target audience can have trouble fitting being active into their lives.
Our audience is likely to switch off if they are ‘told what to do’ and can find messages about ‘sport’, ‘exercise’ and ‘fitness’ inaccessible if they are not presented in the right way.
Research highlighted how our target audiences faced a number of barrier to exercise that needed to be considered during our creative process; lack of time, lack of energy, stress, low confidence, depression all featured high on this list.
The feedback from our target audience was that we needed a positive approach that focused on the benefits of being active was something that would be successful. Hearing how people like them were benefiting from things like more energy, better sleep, improved mood, and reduced stress could be very engaging to them.
In terms of the activities we should show, research suggested that walking would be the key activity to feature throughout the campaign (as it is free and easy to do), whereas cycling was highlighted as being one of the least engaging.
Inspiration
We created a huge variety of different logos, creative themes and campaign propositions that were thoroughly tested and refined until we reached our final campaign. This was a very fluid, team effort from the We Are brave and LCC team.
The resulting brand identity and campaign “Fit For Me” is flexible, accessible and inclusive enough to appeal universally to the people of Liverpool and Merseyside. It is a catalyst for real social change on a citywide scale.
It gives everyday people the opportunity to find the right fit for them. It’s a proposition that everyone can get behind. We’re giving people the opportunity to find something that works for them, that fits around their needs and can make them feel better. Supporting this with real-life case studies serves to make this a very strong and engaging proposition.
Fit For Me is the start of Health Revolution. It is a Movement for Movement. We’re Marching for Marching. Standing Up for Standing Up. One stair climb, one bike ride, one extra length in the pool, one walk around the park at a time!
Revelation
We delivered an engaging campaign through a multi-channel approach that was combined both online and offline media. Examples offline included print, press, outdoor, events and merchandise. This was supported this online with a dedicated website, digital and social media, Liverpool Echo website homepage takeover, email campaign and a series of mini-campaigns. E.g. Ten Minute Motivations.
We also creating a collection of engaging video content to engage with our target audience, which starred our brand ambassadors.
Website
Over 200,000 visits to the website.
Public awareness
The campaign has achieved an impressive 50% recognition after the first 5 months.**