Journalista to build links between fitness industry and public health agenda

UK Active, previously the Fitness Industry Association, has enlisted Journalista to help it reach local government and corporate audiences to show how it can play a role in promoting public health.

UK Active: Widening focus
UK Active: Widening focus

The not-for-profit organisation has more than 3,000 members including private and local authority fitness facilities, leisure trusts, outdoor fitness providers, trainers, sports providers, education and training providers, lifestyle companies, equipment suppliers and charities.

Journalista won a pitch to manage a four-month project intended to raise awareness of the body's late 2012 rebrand and its work with partners such as Asda and Change4Life, and to launch a study into levels of public inactivity in different council areas.

UK Active is seeking to engage further with the reformed NHS to make the case for the role of physical activity in helping patients, Journalista founder Holly Sutton explained.

"You now have recently appointed directors of public health thinking about budgets and which tenders to put out and UK Active wants to be front of mind," she added.

The change of brand and comms drive reflect the body's change of approach, according to Sutton.

"It realised inactivity was a concern for corporations both in terms of CSR work and impact on staff, and that its cause of championing fitness would resonate more widely by working together with brands and the Government." 


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