ukactive 'turning the tide of inactivity

REPOSITIONING FOR GROWTH: UKACTIVE

Client name Sector Timeframe Budget

ukactive

Public Health November 2013 – January 2014

£30,000 budget Bonus of 10% secured

2 Credentials | © Journalista 2015 | journalista.co.uk

In August 2013 Journalista won a competitive pitch to launch ukactive, formally known as the Fitness Industry Association, to a widely public sector audience. Our objectives were to: •  Establish rebranded ukactive as an

authoritative voice on inactivity •  Position ukactive as a necessary lynchpin

to bring and hold businesses, governments, public health, big brands and charities together to tackle the UK’s physical inactivity epidemic.

•  Drive up awareness and contact with local authority public health directors at critical budget planning time

Challenge Strategy: Data Results

•  Create multiple high-value communication touch points across the campaign by engaging our target audience in the creation of content to launch our messages nationally.

•  Use the content creation mechanism to show, rather than tell, the audiences the benefits of coordinated working through ukactive.

•  Generate authority and interest by using ukactive’s expertise to generate fresh insight into inactivity debate by creating high value information from existing datasets that were hitherto uncorrelated.

£200K increase in top-line revenue

600+ brand new stakeholders

200+ launch pieces on coverage across national, trade, regional broadcast and print media

CASE STUDY: UKACTIVE

Our target audience is constantly faced with ‘noise’ about obesity, activity and the threat to public health: •  To stand out we need to directly compare

like for like performance to competitors: other local boroughs

Insight •  Coin the phrase ‘Turn the tide of inactivity’ •  Support development of a brand for this

campaign •  Create an industry leading online,

interactive report to launch campaign •  Recruit celebrity Olympic spokesperson

Creative


OUTPUTS: PRE-REPORT COVERAGE


OUTPUTS: NATIONAL COVERAGE


OUTPUTS: REGIONAL COVERAGE


OUTPUTS: CONTENT


OUTPUTS: GOVERNMENT ADVOCACY


OUTPUTS: SOCIAL MEDIA


01 Client links £200k increase in top-line revenue to the report and its positioning of ukactive in just four months – set to increase as report provided platform to engage 600+ brand new stakeholders.

02 Government APPG on activity appointed ukactive to develop a regional forum to bring key local stakeholders together on a twice yearly basis to share best practice and generate innovation, backed by a range of stakeholders such as Macmillan, Living Streets, the Local Government Association and Public Health England.

OUTCOMES

03 UK’s National Institute for Clinical Excellence and Public Health England endorsed and promoted ukactive’s findings with press release calling on councils to boost physical activity levels.

04 Success and impact of report led directly to appointment by Public Health England to compile a report on promising practice in turning the tide of physical inactivity.

05 Following report’s focus on green spaces, appointed by Coca-Cola to measure and evaluate the impact of their Park Lives programme, in particular whether it has been successful in attracting inactive participants.

“JOURNALISTA DID A GREAT JOB IN TAKING ON A COMPLEX BRIEF AND BREAKING IT DOWN INTO A ONE WORD STRATEGY: DATA. THEN BACKED THIS WITH SALIENT KEY MESSAGES THAT SUPPORTED OUR STRATEGY TO BECOME A SUCCESSFUL ENTRY POINT INTO THE NATIONAL AND REGIONAL DIALOGUE ON INACTIVITY. THE SUCCESS OF THE COMMUNICATIONS CAMPAIGN WAS UNDOUBTEDLY DUE TO THEIR STRONG INSIGHT INTO OUR SECTOR AND AUDIENCES, STRATEGIC COUNSEL AND MEDIA RELATIONS EXPERTISE.”

Syreeta Clarke,Director of Communications, ukactive

WWW.JOURNALISTA .CO.UK

GET IN CONTACT WITH US:

[email protected] +44 (0)207 2324 670

ukactive 'turning the tide of inactivity

Business

credentials journalista

rebranded ukactive

positioning of ukactive

report coverage

public health england

inactivity position

national coverage

regional coverage