Leading sport for development charity Sported appoint WePlay as their digital agency to drive awareness of, and attendance at UK community clubs
Research demonstrates that people in lower socio-economic groups are much more likely to be inactive, i.e. do less than 30 minutes of moderate physical activity a week1, with children from the poorest families 3 times more likely not to participate in any extra-curricular activities compared to those from wealthier families.2
In a new initiative, leading sport for development charity Sported have appointed WePlay as their digital agency to conceive and execute a pilot marketing campaign to drive attendances to community clubs amongst 16-25 year olds in lower socio-economic areas across the UK.
Launching this week, the campaign which has been entitled “LEAP IN”, will support a selection of the 2,600 UK wide Sported partner community clubs, calling local community members to use their extra leap day in 2020 wisely and try something new.
Using insights derived from the analysis of target audience consumption habits, WePlay have conceived the campaign idea which features spoken word and rap lyricist Emmanuel Speaks, and draws upon inspiration from trending music videos and gaming graphics. With research identifying cost, accessibility and lack of confidence as key barriers to entry for physical activity for low-socioeconomic groups, the lyrics and ad copy have been crafted to confront these commonly experienced concerns, in order to resonate with and drive maximal engagement from the target audience.
Senior Campaign Manager at WePlay, Stephanie Green said: “Based on our audience analysis it was clear that video gaming and current music were passion points we needed to encompass. We wanted to ensure that the campaign video could be a standalone piece of content that our audience would not only resonate with but want to engage with and share. Producing a track and stylised music video which conveyed the campaign message and contained gaming references ticked all of the boxes and we are really happy with the result.”
The hero campaign will be activated across multiple social platforms throughout participating regions of the UK, utilising specific audience targeting in order to reach more sedentary individuals. Bespoke creative and granular postcode targeting will ensure awareness of individual club initiatives in relevant neighbourhoods, and subsequently, achieve the campaign objective of event registrations and club attendance.
The three-week campaign, launched on February 17th, aims to demonstrate how the power of social media advertising can help clubs achieve their attendance objectives, with a view to the project being rolled out across the UK to all of the 2,600 community clubs that Sported supports.
Nicola Walker, CEO at Sported said: “It is exciting to be using social media to drive participation from this user group. We hope by sign posting young adults in deprived areas to community groups already in existence we can overcome some of the barriers to participation and see activity levels increase. Having WePlay as a partner has been invaluable to the process of curating the right message/creative and targeting the correct audience.”
Luca Massaro, CEO at WePlay said: “WePlay is incredibly proud to partner with such a fantastic charity in Sported. This campaign has been developed specifically to combat the challenge that communities are facing up and down the country. We all know the power that social media can have and are excited to be able to support Sported with the delivery of such an important message.”
Sported are the UK’s largest network of Sport for Development organisations, delivering free professional support to grass roots sport clubs/youth groups. The charity passionately believes in the role of sport to transform the lives of young people. Particularly, those living in deprived areas.
1 Sport England website: Taking inactivity and economic disadvantage
2 Social Mobility Commission (2019) An Unequal Playing Field