Showcasing the genius ways people are staying fit during lockdown, not even a global pandemic will stop Sport England from doing what it does best - leading a movement around exercise.
Responding to the insight that 38% of adults in England have done less physical activity or exercise in the past week compared to a typical week before the restrictions, Sport England hopes to inspire more people to get active during lockdown.
At the beginning of lockdown, Sport England and it's ad agency FCB Inferno put out a call-to-arms - inviting the public to share their own experiences and join the movement online using the hashtag #StayInWorkOut.
The campaign hashtag has been mentioned nearly 13,000 times since the campaign went live at the end of March and is estimated to have reached almost 150 million users on Twitter alone.
The material collated from this call out has been used in an uplifting film, that is Backed by the Department for Digital, Culture, Media & Sport (DCMS) and funded by The National Lottery.
While previous Sport England campaigns pinpoint specific audiences to target, #StayInWorkOut aims to reach a broad, national audience of men and women of all ages.
It is accompanied by web content supporting people who want to get active with their children and the over 70s, as well radio ads voiced by Mel Giedroyc of English comedy duo Mel and Sue.
FCB Inferno - Agency
Sharon Jiggins – Executive Vice President Emily Whiteaway – Senior Account Director Becky Glover – Account Manager
Laura Pirkis – Strategy Director
Nikki Chapman – Director of Production
Caio Silva – Head of Business Affairs
Owen Lee – Chief Creative Officer
Sarah Lefkowith –Senior Copywriter
Nicole Chen – Senior Art Director
Becci Salmon – Joint Design Lead
Nicole Chen & Sarah Lefkowith – Directors The Quarry – Editorial
Mark Wheelan – Editor
Jonny Stopford – Motion Graphics Design Unit – Post Production
No.8 – Sound
James Lyme – Sound Designer
Emilie Terrier – Casting and Footage Research Laura Hawkes – Casting Producer