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Biss Lancaster

Biss Lancaster picks up Ian Wright backed campaign

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By The Drum Team, Editorial

January 6, 2009 | 2 min read

Children’s health lifestyle provider Fit for Sport has handed a national brief to promote its new initiative to get families active to Euro RSCG Biss Lancaster.

Following a pitch against seven other agencies, the Manchester agency will now promote the new initiative which is being back by ex-footballer and radio presenter Ian Wright.

A Manchester and London PR team, led by Manchester director Melissa Hinds, will work closely with Fit for Sport on the ‘Fitter Families’ engagement campaign, promoting Ian Wright’s Fitter Families book launch, its sponsors, national press activity, regional road shows and a TV documentary.

Hinds commented: “Getting families to share the challenge and change their lifestyles together is a very powerful PR message. It seems such an obvious point, yet up until now most healthy messages have been focused on the individual. We’re very excited to be working on the campaign.”

The Fitter Families Challenge is a UK wide engagement programme designed to motivate families to commit to making small changes to their lifestyle and see a big difference.

Eugene Gilkes, commercial director for Fit for Sport, explained: “Biss Lancaster won the business thanks to their extensive insight in the health and fitness sector and their fantastic creativity. We feel we have a great team working on a very exhilarating challenge for 2009.”

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