Sport England, which launched the latest phase of its well-known "This Girl Can" campaign in January, has debuted a new social effort encouraging home exercise in the time of coronavirus lockdown.
Conceived by FCB Inferno, the tagline for the campaign is "Join the Movement." It starts with a series of social posts featuring motivational imagery of people getting active and slogans such as “Join the family balancing act” and “No kit, no uniforms, no wrong moves.” The posts are aimed at all ages and both men and women. The campaign also encourages people to post their own fitness videos on social media, using the hashtag #StayInWorkOut.
This will be followed with an online hub linking to existing free exercise content and advice from organizations such as the NHS and workouts from popular fitness brands and influencers such as Les Mills on Demand, Joe Wicks (The Body Coach) and FiiT.
"This was a campaign with an urgent objective to maintain people’s activity levels at a time when their normal path to exercise is limited, impacting not only their physical health but their mental well-being too," said Sharon Jiggins, executive VP at FCB Inferno in a statement. "Harnessing the optimism and resilience of the public’s ingenious ways to stay active this campaign celebrates the new mantra of #StayinWorkout.”
The campaign will also encourage people to go outside close to where they live for one session of exercise a day, alone or with their household, as the U.K. Prime Minister Boris Johnson set out earlier this week.