The Drum Awards Festival - Extended Deadline

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Date: Apr 2020
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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