YOUR MILE YOUR WAY

YOUR MILE YOUR WAY
YOUR MILE YOUR WAY 2018-06-25T16:38:22+00:00

Project Description

THE PROJECT

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 OBJECTIVE

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.

OUR STRATEGY

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.

THE RESULTS

The target of miles pledged surpassed the target and by some way… almost 45,000 miles were recorded on the microsite.

Your Mile Your Way attracted attention across regional print and online media – including the Burnley Express, Lancashire Telegraph and Lancaster Guardian – as well as radio pick up from BBC Radio Lancashire, 2BR, Ribble FM and Bolton FM.

The hashtag #YourMileYourWay picked up traction in the weeks leading up to Your Mile Your Way Day on May 18th, with Twitter being the favoured platform for engagement.

Reach of the hashtag during launch week when compared to the week of Your Mile Your Way Day – Lancashire Health Week – saw a 633% increase on Twitter.

Overall, the #YourMileYourWay message reached more than two million social media users.

THEY SAID

“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

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