Change4Life Physical Activity Campaign

Encouraging people on the Wirral to become more active

SMG was commissioned by Wirral Borough Council to develop and deliver a social marketing and behaviour change campaign to increase physical activity among hard to reach groups, in particular inactive men and women with young children.

We developed and designed an overarching brand; as part of the campaign we delivered:

• a range of promotional material tailored to each target segments and the local promotional channels
• proactive media relations and PR work, using local people as champions of the brand
• a field marketing team opening up behaviour change conversations and providing information and advice about the benefits of physical activity
• internal communications
• a campaign microsite providing a range of resources for the target audiences and service providers

The Community Support Programme immediately saw an increase in people signing up for dedicated support with being more physically active across a wide range of people including the target groups.