Stuck at home – miserable. Staying fit at home – exciting. Sport England And FCB Inferno are promoting the second option, with a campaign called Join The Movement that combines people’s social needs and fitness needs while they’re confined to their own home. The campaign is backed by the Department for Digital, Culture, Media & Sport (DCMS) and funded by The National Lottery.
The campaign will give people fun and creative ideas on how to get active at home and encourage them to share their own experiences and join the movement online using the hashtag, #StayInWorkOut.
FCB Inferno has given it a strong social and digital presence. Its own online hub gives access to a range of home workout options, including existing free exercise content and advice from organisations such as the NHS, and workouts from popular fitness brands and influencers such as Les Mills on Demand, Joe Wicks (The Body Coach) and FiiT, many of whom are offering free content and extended trials to help people get easy access to home exercise.
The campaign will also encourage people to go outside close to where they live for one session of exercise a day, alone or with their household, as the Prime Minister set out earlier this week, whether that’s simply for a walk, a jog or a cycle.
Join the Movement will kick off with motivational imagery of people getting active and slogans such as Join the family balancing act and No kit, no uniforms, no wrong moves and it encourages people to share images and videos of the creative ways they’re taking part. Many of these will then be chosen and used in campaign advertising over the coming weeks.
The campaign will be supported by paid media across social and digital, and will be aimed at a broad, national audience of men and women of all ages, with web content also supporting people who want to get active with their children and the over 70s. Assets that partners, organisations and individuals can use to help spread the word and create their own materials and activities are also being created.
This is the third time that FCB Inferno, which created This Girl Can for Sport England, has been enlisted to help reach new audiences for the organisation. We Are Undefeatable launched in August 2019 for a collaboration of fifteen leading health and social care charities which was backed by expertise, insight, and National Lottery funding from Sport England. The campaign was designed to inspire and support people with long-term illnesses by making them aware of the positive benefits of physical activity.
Tim Hollingsworth, Sport England’s chief executive officer, stated, “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. This campaign seeks to help bring together the best of that and encourages people to share what they are doing using #StayinWorkout.”
Sharon Jiggins, executive vice president at FCB Inferno, 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.”
