Our work on ukactive's 'Turning the tide of inactivity' report

1. REPOSITIONING FOR GROWTH:
UKACTIVE
Client name
Sector
Timeframe
Budget
ukactive
Public Health
November 2013 – January
2014
£30,000 budget
Bonus of 10% secured

2. 2Credentials | © 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.
£200Kincrease 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

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OUTPUTS: PRE-REPORT COVERAGE

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OUTPUTS: NATIONAL COVERAGE

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OUTPUTS: REGIONAL COVERAGE

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OUTPUTS: CONTENT

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OUTPUTS: CONTENT

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OUTPUTS: GOVERNMENT ADVOCACY

9. 9Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: SOCIAL MEDIA

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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

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