Campaign: The launch of the Fidget Project
Client: London Arts in Health Forum
PR team: Jag Press & Publicity
Timescale: June-August 2012
- 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.
The media relations campaign attracted more than 10,000 people to the various Fidget Project activities.