H&K strengthens grip on Sport England

Sport England has reaffirmed its commitment to Hill & Knowlton, reappointing the agency after a competitive pitch.

The agency is briefed to increase participation in sport and promote healthier lifestyles.

H&K was initially appointed six months ago to launch the Everyday Sport campaign. It repitched against Frank PR and Lexis Sport to keep its hold on the account for a further 12 months. 'We want to encourage people of all ages to incorporate physical activity into their everyday lives, such as taking the stairs instead of the lift, walking or cycling to work, and getting involved in new sports,' said Sport England comms manager Vivien Smiley.

H&K recently handled a campaign that urged office workers
to walk over and talk to nearby colleagues, rather than send
an email.

The regional and national media relations campaign to which H&K has been reappointed aims to make 70 per cent of the population 'active' by 2020. According to Sport England, the figure is currently 30 per cent.

The campaign advises people to do 30 minutes' exercise five times a week.

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