We were commissioned by Liverpool City Council to create a new physical activity brand identity and launch campaign that would engage with the people of Liverpool and motivate them to start being more active.
We wanted to create something more than a campaign; we wanted to create a social movement that could empower people of all shapes, sizes, ages, genders and ability levels.
Following extensive insight research and focus groups, we developed ‘Fit For Me’. As a proposition this really hit home with our target audience because it focuses on finding 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 all about each individual finding a way to join in that suits their needs. We delivered our messages through a multi-channel approach that included video, press, print, events, social media, radio, digital, email and more.
The campaign is on going and has been very well received by people all across Liverpool. The brand’s following on social media is growing by the day and there have been a number of very successful events.