To get a greater breadth of people across communities within Yorkshire and Bassetlaw to take a more proactive role in enhancing their mental and physical wellness. By developing a brand proposition which speaks to a new group of target audiences. People who wouldn’t naturally think of health and wellness as being something for them. Getting more people in the target communities who are Inactive to become active.

Significant research shows that the most effective preventative measure for ill health and well-being is being active. The movement also makes people happier and healthier, and for communities, it can have life-changing sustainable benefits that bring huge economic and social value. Those who do the least amount of activity stand to benefit the most – it only takes a small amount of regular activity to make a big difference. High-profile national campaigns have shown what can be achieved when targeted work with inactive groups is undertaken. Our single mind proposition: Helping ordinary folk lead more active lives and feel good.

We developed a single-minded proposition: Helping ordinary folk lead more active lives and feel good. From this proposition, we developed a rally call “Let’s get going” which acted as an umbrella brand for the wide-reaching campaign. We integrated the “Let’s get going” strapline into the names for all the programmes that BPL would deliver as part of the campaign to enable a consistent brand to connect the different initiatives. It was important the campaign reflected BPL’s core values of fun & friendly, local and innovative and had a link back into its fitness brand your space whilst retaining its appeal to the target audience.