Active Surrey is the Active Partnership for the county, championing the importance of movement for the benefit of our health, schools, communities and environments. It focuses on influencing systems, removing barriers and creating opportunities to get people moving more.
Active Surrey was looking to raise awareness and increase participation in the Specsavers Surrey Youth Games. Targeted at young people and the parents of young people across Surrey, the objective of the campaign was to encourage those who weren’t active to participate in new sports and activities. The campaign specifically focused on individuals from low economic backgrounds who may not have the means or opportunity to participate in certain activities.
It was vital the campaigns were inclusive of those from all backgrounds, so this was a major consideration when implementing our digital awareness strategy. The digital advertising campaign was split into two phases to support the objectives.
The first phase of the campaign was focused on driving sign-ups to 6-weeks of sport training and introduction sessions. The second aimed at getting those who’d been involved in the activities previously to attend the Surrey Youth Games one-day event held at Surrey Sports Park. We ran targeted advertising campaigns across META platforms, focusing on Facebook and Instagram and utilised geo-targeting techniques to reach key postcodes and low-income areas in Surrey, which have been deemed most disadvantaged.
Split into two phases, the first part was aimed at driving sign-ups to activities. This part successfully hit 446, 373 newsfeeds and generated an impressive 3,202 clicks and 1,189 landing page views. Phase two received a respectable 82,208 impressions and 930 clicks, helping the organisation drive sign-ups for the activities, as well as increase awareness and attendance to the Surrey Youth Games.