STEPS TO SOLVING INACTIVITY: UKACTIVE

Client name Sector Timeframe Budget

ukactive

Public Health October 2014 – January 2015

£7,500

2 Credentials | © Journalista 2015 | journalista.co.uk

•  Establish ukactive as a public voice on issues relating to levels of inactivity and its impact on health.

•  Provoke an increase in national and key journalist awareness of ukactive and their inbound contact to us for comment on stories related to activity and health

•  Drive up awareness and contact with local public health teams/directors of public health at a crucial time

Challenge

Aims of PR

•  Use the data and information in the Steps to Solving Inactivity report as a vehicle to raising awareness of ukactive’s key messages.

•  Increase Directors of Public Health’s awareness of ukactive and the insight that it can provide in:

- Data - Best practice - Evaluation

CASE STUDY: UKACTIVE

•  Push the importance of inactivity up local and national Government’s agendas and reinforce ukactive’s role as a key coordinator of the agents required to reduce it.

•  Greater scrutiny of public health spending is needed.

- To assess where and how value for money can best be delivered to communities by councils’ investment in public health spending overall and specifically in spending on inactivity.

•  More transparency on how councils are taking steps to reduce inactivity is required to ensure public money is spent more effectively.

•  Spending on reducing inactivity must increase to bring it inline with other top killers such as smoking; both are responsible for one in six deaths in the UK.

Key Messages

3 Credentials | © Journalista 2015 | journalista.co.uk

•  Journalista identified the key news hook in the report – that the Olympic borough of Newham had the highest rate of inactivity in the UK.

•  This was in spite of the fact that the government and local authority had placed great significance on the notion that hosting the Olympics in 2012 should create a legacy for the borough in terms of increased opportunities for local people to engage in physical activity and sport as a consequence of being the location of the state-of-the-art Olympic park and its facilities.

Creative idea

Risks

Results

•  It was acknowledged that the PR angle was likely to create friction with the local authority.

•  This was counterbalanced by the fact that journalists were sure to identify this line in the report, and that this was a vehicle for the overall newsworthiness of the findings.

38.5m potential audience of coverage

50 articles containing key messages

CASE STUDY: UKACTIVE

•  Lines and key messages were therefore crafted which emphasised the progress being made in many areas, including Newham, in terms of increases in public spending on inactivity.

•  Journalista used pre-existing contacts with key health journalists to sell in the story.

•  Particular emphasis was placed on outlets including the BBC, The Guardian and Press Association.

•  The news line around the Olympics was communicated sensitively, with the news release intro focusing on how Newham was addressing its difficulties.

•  In additon, five regional news releases highlighted the situation in different parts of England.

Implementation

4 Credentials | © Journalista 2015 | journalista.co.uk

OUTPUTS: TV COVERAGE

5 Credentials | © Journalista 2015 | journalista.co.uk

OUTPUTS: NATIONAL COVERAGE

6 Credentials | © Journalista 2015 | journalista.co.uk

OUTPUTS: REGIONAL COVERAGE

7 Credentials | © Journalista 2015 | journalista.co.uk

OUTPUTS: SOCIAL MEDIA

8 Credentials | © Journalista 2015 | journalista.co.uk

01 Reached an audience of 38.5m through national and specifically tailored regional press releases and sell-ins.

02 Achieved 50 pieces of coverage across national and regional media including ukactive’s key messages.

OUTCOMES

03 Achieved BBC report played across TV and regional radio channels. Also achieved ITV News report.

“JOURNALISTA DID A GREAT JOB IN TAKING ON A COMPLEX BRIEF AND BREAKING IT DOWN INTO A ONE WORD STRATEGY: DATA. THEN BACKED THIS WITH SALIENT KEY MESSAGES THAT SUPPORTED OUR STRATEGY TO BECOME A SUCCESSFUL ENTRY POINT INTO THE NATIONAL AND REGIONAL DIALOGUE ON INACTIVITY. THE SUCCESS OF THE COMMUNICATIONS CAMPAIGN WAS UNDOUBTEDLY DUE TO THEIR STRONG INSIGHT INTO OUR SECTOR AND AUDIENCES, STRATEGIC COUNSEL AND MEDIA RELATIONS EXPERTISE.”

Syreeta Clarke,Director of Communications, ukactive

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