Earlier this year, award-winning communications firm AgencyUK was appointed by leading provider of workplace health and wellbeing cover, Westfield Health, to launch a new campaign for National Walking Month.
Following a successful internal campaign in 2015 Westfield Health wanted to grow its Walking Month campaign into something that would resonate with a wider audience. AgencyUK was appointed to take the campaign to a national level and support Westfield Health’s effort to champion the health and wellbeing of the UK workforce.
Delivering a campaign entitled “Walking Lunch”, Westfield Health chose AgencyUK to encourage employees and the general public to reclaim their lunch breaks and walk for 20 minutes a day. A competitive element was incorporated to incentivise sign-up; participants competed to win a £1000 wellbeing voucher for the winning team, and a FitBit for the winning individual. Participants were sent a Westfield Health branded pedometer to help track their efforts, which they’d input onto a specially-created leaderboard which was hosted on a micro-site.
To create campaign momentum, AgencyUK devised a mutually beneficial partnership with Living Streets, the national charity for everyday walking. The partnership included online marketing, social media, guest blogging and press activity.
To drive awareness and sign up figures further, celebrity ambassador Carol Vorderman was recruited. Carol featured in a video produced by the agency, and her involvement, along with a commissioned survey around lunch breaks by Westfield, resulted in 27 pieces of media coverage, including a segment on BBC Breakfast.
AgencyUK also recruited three lifestyle bloggers, known as “Walking Champions”, who completed the campaign exercise early to encourage sign up prior to May’s launch. With a combined social following of 28,000, the bloggers walked every lunch break for four weeks and documented their progress through blog posts and social media content including short videos, tweets and images. Due to this activity, combined with AgencyUK’s traditional media efforts, the campaign achieved 188 million opportunities to see.
As a result of this, over 400 companies and 2700 individuals signed up to the campaign.
Andrew Carver, Internal Communications and Employee Engagement Manager at Westfield Health said, ‘Working with Agency UK on this campaign gave us a great boost in positioning us as a Health and Wellbeing expert. Agency UK were bubbling with creative ideas that really delivered campaign outcomes.’
Client Services Director, Jon Dunbar, AgencyUK, added, ‘We’re thrilled to have had the opportunity to work with Westfield Health, delivering the company’s new messaging to consumers at a national level. We look forward to working together in the future to continue their positioning as health and wellbeing champions’.