The Birmingham Health and Wellbeing Partnership launched an exercise campaign for improving the health and wellbeing of people living in the city.
Our challenge was to make this complex subject real and relevant to diverse religious and cultural communities, in a way that would help them communicate not just the purpose and progress of the campaign, but how exercise could make a positive difference to people lives.
We created the memorable and energetic campaign message ‘Move a little, change a lot’. ‘Get off your brum!’ is the attention grabbing call the action. Exercise can make a positive difference to your life. After a successful pilot scheme in the Ladywood area of Birmingham, the scheme was rolled out to the entire city over 2017.
The campaign needed to attract people to use the service who are not motivated to be physically active and avoid the perception that people have of gyms. The target audience was broad and harder to reach groups, especially ethnic groups, and any associated language and cultural barriers were considered in the creative execution.