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Engaging the fitness sector community to make activity data more accessible and get 18 million people more active

The brief

OpenActive is a health and wellbeing spin-off from Sport England. It aims to get 18 million inactive people in the UK participating in regular exercise by making fitness activities easier to find.

The OpenActive team wanted to engage with organisations in the health and physical activity sector, and encourage them to make data about their activities easily accessible. They then wanted to reach data-driven startups to join the OpenActive accelerator programme, and use the newly opened data to develop easy to use activity finders for the general public to use.


Our response

We worked with the OpenActive team to develop an overarching communication and media outreach strategy. We then developed content for OpenActive’s owned channels, including blogs, newsletters videos, infographics and social media posts which was specifically targeted towards our two key audiences.

As part of our work, we advised the ten startups on the OpenActive accelerator, on how to weave communication and marketing tactics into their business plan. This included a communications toolkit that would be a single source of truth, and gave easy steps to follow to contribute to the movement. 

The outcome

During this project we achieved coverage in 40 publications, including The Times and the Evening Standard. Our profile-raising work was instrumental in the securing of funding for the next phase of work, which we have also developed the communications strategy for. 

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