Insight to the Campaign

When Find Your Active was launched in July 2021, the world was emerging from a global pandemic, activity levels had decreased, and the government had emphasised the importance of staying active. The momentum had to be capitalised on, and so Find Your Active was born. It was a chance for Essex to highlight the many ways residents can get moving and support them along their journey to do so.

Find Your Active celebrates the fact that everyone can enjoy the huge benefits of moving more. Whether it’s getting out in the garden, a short walk, a social bike ride, some light stretching, a friendly game of football or a visit to a local leisure centre, the list is endless. The now established brand, hopes to showcase the benefits of increasing daily movement and the impact it can have on positive mental wellbeing.

This section provides the reasons behind the campaign and brand, the barriers, and motivators to physical activity across Essex and the learnings behind the scenes.

Background to Find Your Active

As we reached the year anniversary of being in lockdowns or living with restrictions, the nation’s physical activity levels have seen a massive hit. Since March 2020, there has been a 7.1% decrease in activity levels, which is a drop in 3 million active adults and 3.4 million adults have become more inactive. It is therefore, important that as we come out of lockdown, despite some restrictions still being in place, we support the Essex residents with opportunities to get active and inspire them to do so.

Inequalities deepened as a result of the pandemic and there are particular groups who found remaining active, more difficult. Groups included; those living with long term health conditions, disabilities, women and lower socio-economic groups.

After the road map out of lockdown was released, it was essential to plan a phased marketing approach to reflect the changes in restrictions, and the importance on keeping residents’ interests on physical activity high.

Covid-19 brought communities together and encouraged individuals to use innovative methods. It saw residents try new workouts they wouldn’t have otherwise attended and gain confidence in doing so without the fear of judgement. The government reiterated the importance of physical activity and Essex felt the need to build upon this momentum.

Launched in July 2021, in line with the systems new Fit for the Future (FFTF) strategy, Find Your Active was born.

Key Messages and Audiences

Key audiences for Find Your Active campaign:

Deconditioned adults – who feel uninspired and unmotivated to do physical activity but need some support in understanding how to get started.
Inactive adults in under-represented groups – who may believe nothing is available to them, but need guidance in the opportunities available to them, whilst using the campaign to reduce barriers, such as accessibility and cost.
Children and young people – supporting the physical, mental and social wellbeing using physical activity, whether that be through school, at home or within the community.
Over 65’s – who may believe it’s too late to get active, or unsure of how to get moving in safe way, to help reassure them of the benefits of activity as they get older and ways in which they can do so safely.

Key messages currently:

Shifting away from the ‘raising awareness’ to ensuring we create sustainable behaviour change. Moving along the COM-B model, opportunities are available (especially with more small grant funding now available), so need to focus on ensuring residents capabilities.

Less traditional, but social activities
Cheap/free activities (cost of living effects)
Speak to/connect with like-minded people to help support you in getting active
Identifying unexpected benefits (outdoors/inside)
Light touch messaging, to resonate and be more relatable/ approachable
Think outside the box, to help build people’s confidence before feeling comfortable in engaging in physical activity
Sharing of anecdotes.