Ukactive hired Journalista to conduct a public relations campaign from October 2014 to January 2015 with a £7,500 budget. The goals were to establish Ukactive as a public voice on inactivity, increase awareness among journalists and public health officials, and push inactivity higher on government agendas. Journalista crafted messages around data in Ukactive's "Steps to Solving Inactivity" report. They achieved 50 news articles and reached an audience of 38.5 million through national and regional media coverage, including BBC and ITV reports. Ukactive's director said Journalista did a great job taking a complex brief and supporting Ukactive's strategy through salient messages and strong media relations.

1. STEPS TO SOLVING INACTIVITY:
UKACTIVE
Client name
Sector
Timeframe
Budget
ukactive
Public Health
October 2014 – January
2015
£7,500

2. 2Credentials | © Journalista 2015 | journalista.co.uk
• Establish ukactive as a public voice
on issues relating to levels of
inactivity and its impact on health.
• Provoke an increase in national and
key journalist awareness of ukactive
and their inbound contact to us for
comment on stories related to activity
and health
• Drive up awareness and contact with
local public health teams/directors of
public health at a crucial time
Challenge
Aims of PR
• Use the data and information in the
Steps to Solving Inactivity report as
a vehicle to raising awareness of
ukactive’s key messages.
• Increase Directors of Public Health’s
awareness of ukactive and the insight
that it can provide in:
- Data
- Best practice
- Evaluation
CASE STUDY: UKACTIVE
• Push the importance of inactivity up
local and national Government’s
agendas and reinforce ukactive’s role
as a key coordinator of the agents
required to reduce it.
• Greater scrutiny of public health
spending is needed.
- To assess where and how
value for money can best be
delivered to communities by
councils’ investment in public
health spending overall and
specifically in spending on
inactivity.
• More transparency on how councils
are taking steps to reduce inactivity is
required to ensure public money is
spent more effectively.
• Spending on reducing inactivity must
increase to bring it inline with other
top killers such as smoking; both are
responsible for one in six deaths in
the UK.
Key Messages

3. 3Credentials | © Journalista 2015 | journalista.co.uk
• Journalista identified the key news
hook in the report – that the Olympic
borough of Newham had the highest
rate of inactivity in the UK.
• This was in spite of the fact that the
government and local authority had
placed great significance on the
notion that hosting the Olympics in
2012 should create a legacy for the
borough in terms of increased
opportunities for local people to
engage in physical activity and sport
as a consequence of being the
location of the state-of-the-art
Olympic park and its facilities.
Creative idea
Risks
Results
• It was acknowledged that the PR
angle was likely to create friction with
the local authority.
• This was counterbalanced by the fact
that journalists were sure to identify
this line in the report, and that this
was a vehicle for the overall
newsworthiness of the findings.
38.5mpotential audience of coverage
50articles containing key messages
CASE STUDY: UKACTIVE
• Lines and key messages were
therefore crafted which emphasised
the progress being made in many
areas, including Newham, in terms of
increases in public spending on
inactivity.
• Journalista used pre-existing
contacts with key health journalists to
sell in the story.
• Particular emphasis was placed on
outlets including the BBC, The
Guardian and Press Association.
• The news line around the Olympics
was communicated sensitively, with
the news release intro focusing on
how Newham was addressing its
difficulties.
• In additon, five regional news
releases highlighted the situation in
different parts of England.
Implementation

4. 4Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: TV COVERAGE

5. 5Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: NATIONAL COVERAGE

6. 6Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: REGIONAL COVERAGE

7. 7Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: SOCIAL MEDIA

8. 8Credentials | © Journalista 2015 | journalista.co.uk
01
Reached an audience of
38.5m through national
and specifically tailored
regional press releases
and sell-ins.
02
Achieved 50 pieces of
coverage across national
and regional media
including ukactive’s key
messages.
OUTCOMES
03
Achieved BBC report
played across TV and
regional radio
channels. Also
achieved ITV News
report.
“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

9. WWW.JOURNALISTA.CO.UK
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