Voluntary Sector: Fidget Project helps to get people active

London Arts in Health Forum (LAHF)wanted to drive awareness of the science behind sedentary behaviour and encourage the nation to get moving for at least 22 minutes a day.

The Fidget Project: Encouraging the nation to get moving
The Fidget Project: Encouraging the nation to get moving

Campaign: The launch of the Fidget Project
Client: London Arts in Health Forum
PR team: Jag Press & Publicity
Timescale: June-August 2012
Budget: £5,500

 

Objectives

  •  To drive awareness of the science behind sedentary lifestyles
  • To launch the Fidget campaign and nationwide tour to the media.

Strategy and plan

The LAHF created the interactive Fidget pop-up, which split into different hands-on experiences to promote activity. Jag sent out a prelaunch alert about the popup to national and then regional media. The team then sent out a press release with the title 'Is too much sitting killing us?' To balance the serious messages behind the campaign - launched by artist Michael Pinsky - with a sense of fun, references on how to keep active, such as dancing, were included.

Measurement and evaluation

The campaign generated 90 pieces of coverage including pieces in the Daily Mail, The Daily Telegraph and The Scotsman. The story was also featured on Yahoo as well as BBC Radio 4's You & Yours programme.

Results

The media relations campaign attracted more than 10,000 people to the various Fidget Project activities.

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