Driving awareness of the science behind sedentary behaviour

Driving awareness of the science behind sedentary behaviour

Brief

London Arts in Health Forum Fidget Campaign wanted to uniquely combine art and science to drive awareness of the science behind sedentary behaviour and encourage the nation to get moving for at least 22 minutes a day.

Objectives

  • Drive awareness of the science behind sedentary lifestyles
  •  Launch the Fidget campaign and nationwide tour to national and regional media
  • To support LAHF to drive people to the art installation when on tour

Strategy and plan

To drive awareness of the science behind sedentary behaviour LAHF planned to develop an interactive arts experience that would engage the public and encourage them to move for at least 22 minutes every day.  The interactive Fidget pop-up, designed by Michael Pinsky, would be unveiled to media to drive awareness of the science behind sedentary behaviour and the effect too much sitting has on our health. The next phase of the campaign was then to support the tour with media coverage in each of the eight locations the tour would visit around the UK.

The pop-up was designed to be an interactive arts experience which fuses art with science in an engaging series of game zones in order to explain the science behind sitting on our backsides. Each of the six zones encouraged visitors to try simple activities for themselves and learn about the difference that even moderate movement can make for their health. This was also supported by an online campaign run by YouthNet which aimed to engage young adults online with a viral video and competition encouraging them to start moving for at least 22 minutes a day.

To kick off the campaign we developed a pre launch alert focusing on the average TV watcher, who sits in front of the box for at least four hours each day. This highlighted the science behind too much sitting and warned of the effects this can have for the nation’s health. Following this, we developed a press release with the emotive title ‘Is too much sitting killing us?’ targeted at national media. Although we wanted to focus on the serious messages behind the campaign we also wanted to keep it fun so encouraged people to think about how they can get fidgeting and gave some great examples.

Measurement and evaluation

As a result of our push to national media Dr Wilby Williamson, ‘chief fidgeter’ and the scientist behind the project, featured on BBC Radio 4’s You & Yours programme to explain the science behind too much sitting and shared some of his top tips to get people wiggling at will.

Following the launch there was also extensive national coverage in the Daily Mail, Daily Telegraph, Sun, BBC Online, Metro and Scotsman. The story was also featured on a whole host of news websites from the UK and around the globe including Yahoo, Pulse and a long list of international online news pages which also mentioned the website and further encouraged online engagement.

Following the national launch we turned our efforts to the regional media to promote the nationwide Fidget tour by conducting an extensive media drive we focused on each of the tour locations.

Results:

So far the Fidget media campaign has received over 100 pieces of coverage, including national and regional print, online and broadcast and has had a reach of over 64,000,000.  This proactive media relations campaign has driven over 10,000 people to the Fidget Project, whilst on tour.

 

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