Position physical activity in a fun, accessible way to the people of Lancashire and in turn encourage 24,901 people to pledge a mile and collectively travel around the globe.
The number of people living in Lancashire County Council’s catchment areas who are carrying excess weight and not keeping active regularly was too large to ignore.
It wasn’t enough to ask people in Lancashire to pledge they’d do something on May 18th, Your Mile Your Way Day – instead, we wanted them to feel like they were part of something and achieving a goal together, while all the time doing it their way.
We decided to set a target – 24,901 miles would take the county around the world in cumulative distance terms, and it didn’t matter how people chose to do their mile.
Setting the target of travelling around the world gave everyone involved with the campaign an elevator pitch to use if they were asked what it was all about.
We wanted to keep the messaging simple and memorable. The microsite for pledges gave all local authorities involved in the event the chance to link to their areas in one central place – underneath the pledge button.
Using a local celebrity who’d overcome health struggles of their own was also recruited – comedian and star of Peter Kay’s Phoenix Nights Ted Robbins threw himself behind the campaign after shedding more than four stone and became a gym regular after surviving an on-stage heart attack in 2015.
We knew images of real-life case studies would bring the Your Mile Your Way stories to life for the media in each of Lancashire County Council’s catchment areas. Therefore, we created a simple but effective photocall on the Your Mile Your Way launch day – 27rdMarch 2018 – to allow each case study to tell the story of how exercise had changed their life and improved their health.
“We worked with Viva to help raise the profile of Your Mile Your Way and from the outset, they were helpful, professional and full of ideas on how to maximise publicity for the event. The total amount of miles pledged is utterly amazing and without Viva’s help, the impact of this campaign would undoubtedly have been much reduced.”
Alan Orchard, Senior Public Health Practitioner, Lancashire County Council