We weren't afraid to Have a Go at tackling public health

Brief

How do you get people excited about sport in an area where participation is significantly less than the national average? We were appointed by Telford and Wrekin Council, NHS Telford and Wrekin and Energize to get people having a go at sport in the Telford and Wrekin area to help improve public health.

Solution

We used detailed research of the market to position sport as fun, friendly and far-removed from the horror-filled memories of school sports days (spare kit from the lost property box anyone?)

Working with sporting National Governing Bodies to arrange a series of taster sessions with local clubs, we encouraged people to try sport for free. A media campaign using local sporting stars and grassroots participants, direct mail and local promotions were used to drive attendance. A resource pack for clubs helped ensure contact details of taster session attendees were captured.

With high attendance rates at all taster sessions, participating clubs saw an immediate uptake in membership. Clubs were so impressed with the results we created a marketing toolkit for them, so they could keep promoting their sport to local members.

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