Vitality puts women at the heart of new social campaign
Vitality has announced a major new social campaign to inspire and celebrate women in sport. To launch the influencer-led campaign, Vitality has released video content which aims to encourage women to participate in team activities at a grassroots level across the country.
The content, which consists of a long-form video and two shorter versions, starts by challenging women, ‘Want to try something amazing?’ and ends with ‘Find your team’. Women can tweet their sports teams via #WomenInSport. The two shorter videos are specifically targeted at netball and hockey fans.
The videos, which have been created by content marketing agency Seven C3, are designed to target and encourage women to be more active, while highlighting how accessible sports teams are. The video content focuses on ‘Team and Togetherness’ to bring lasting benefits such as:
• Meeting unlikely friends by connecting with people that you wouldn’t usually come across
• Camaraderie through the understanding and support gained through team sport
• Working on the ‘next you’ by going on a journey where you can discover the next version of yourself
To help amplify activity on its social channels, nine women have been chosen to participate in local football, rugby, netball and hockey teams and they will be providing regular updates on their progress.
Research from Virgin Active* shows that women consider exercising with friends better than exercising alone. The study found that 31 per cent of women consider their friends to be the main motivation they need to stay in good shape. Exercising with friends also helps women to train longer and burn more calories. Women who exercise with friends burn 236 calories per session, compared to 195 calories for women who prefer to go it alone.
Chrissy Fice, Brand Director at Vitality, said: “Our core purpose is to help people get healthier, and one of the ways they can do this is by taking part in sport. This new campaign aims to demonstrate and celebrate the amazing benefits that team sport can provide as well as inspire women to give it a try.”
The launch video can be viewed on YouTube and will be pushed out via Vitality’s social channels from today (23/10). The two shorter videos will be released in the coming days.
Notes to editors
*Virgin Active research, May 2015: https://www.virginactive.co.uk/active-matters/articles/work-out-with-a-friend
Vitality is the Official Wellness Partner of the following women’s sports teams: Arsenal FC, Liverpool Ladies FC, England Rugby, Scottish Rugby, Welsh Rugby and England Netball. It is also the Official Partner of The Sunday Times Sportswomen of the Year Awards in association with Vitality.
Head of Content: Victoria Gibson
Senior Sponsorship Manager: John Ali
Social Media Manager: Helen Northern
Agency: Seven C3
Production Company: Seven C3
Head of Content: Danielle Welton
Client Service lead: Gareth Thomas
Creative Team: Caileen Hogg/Amy Bonifas
Director/Editor: John Palmer
Producer: Sophie Kelly