For the last 12 months we’ve been working with Liverpool City Council to create and launch a feel-good campaign encouraging the people of Liverpool to be more active. Our goal was to develop something that would empower people of all shapes, sizes, genders and ability levels to make a positive change to their life and start being more active.
(Above: Campaign launch video)
Following extensive insight research, focus groups and brainstorming with the client, we developed the name ‘Fit For Me’. As a proposition this really hit home with our target audience because it focuses on helping people find a way to be active that ‘fits’ their needs. Fit For Me shows a real empathy and understanding that being more active is not the same for everyone. This is underpinned by that fact that the stars of our campaign are not actors or models, they are real local people, with real stories about how being more active has improved their life. There is no ‘one size fits all’ solution; it’s about understanding each individual’s unique set of needs and giving them an accessible way to join in.
The campaign achieves this through a multi-channel approach that includes video, press, print, events, social media, radio, digital, email and more. This approach has been highly successful, with the campaign website recently surpassing 100,000 unique visitors and also amassing almost 3,000 followers on Facebook.
(Above: Launch ambassadors)
We launched with 11 brand ambassadors, everyday people sourced from across Liverpool, who shared their tales of triumph and success in order to inspire people like them to get out there and feel the benefit of a more active lifestyle. This was then followed up with the addition of a further 8 ambassadors.
(Above: 2nd generation of ambassadors)
The authenticity and positivity attached to each story has proven to be infectious amongst the local population. We look forward to continuing to drive this campaign forward in the near future.