Fit Together 'We are Safe, We are Essential' - Re-Opening and Beyond - Towards Reopening and Beyond Brief v2
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Fit Together
‘We are Safe, We are Essential’
Re-Opening and Beyond
Updated – March 2021
“”
As we head towards the fitness and leisure sector being re-opened following the third National Lockdown, the Fit Together
digital campaign will refocus on the ESSENTIAL and SAFE nature of our sector to its customers, workforce health and
wellbeing and the vital roles that the sector plays in local communities. All this throughout the continued threat of Covid-19
and a slow return to the new normal.
We are ESSENTIAL
‘We are essential’ sets out the unique value of gyms, fitness studios and leisure facilities to the nation, in terms of physical
and mental health and social and economic value. This area of messaging will focus on the latest evidence and reporting
of the health of the nation, consumer and workforce stories from across the fitness and leisure sector. This area of
messaging will be supported by the likes of statistics, quotes and interviews to support the landing of the essential
message, it will also highlight the overall importance of physical activity in the nations recovery.
We are SAFE
‘We are safe’ messaging will shine a light on the success and ability of the fitness and leisure sector to manage operating
procedures throughout facilities in a safe environment against Covid-19. We will highlight the key procedures taken and
what consumers will find in place, in order to reduce the risk of spreading the Covid virus. This will be supported by data
and insights on transmission rates, footfall and desire to re-enter facilities once open. across the sector during opening.
This will be supported by consumer stories gathered from across our membership base, to demonstrate consumer
confidence and experiences in being back in facilities. As well as utilizing social media influencers to demonstrate the safe
nature of such places
Campaign Content
Ambassadors and Influencers (REVISED) User Generated Content - #Fitness2Me
Empower and drive discussion amongst customers and consumers, to
Utilising key ambassadors and influencers from within the sector, to
showcase how they are looking forward to getting back to their local
generate discussion on the value of individuals local gym, fitness
facility and once their how they have found it. The message will fall within
and leisure facilities. This will play into the focus around ‘we are
#Fitness2Me but will focus on the important role the facilities play and
essential’ and look to engage a consumer based audience we can
what it means to people. With a view to demonstrate the important role
empower to help drive discussion and awareness into Government.
the sector plays on individuals and communities.
We will aim to target specific audiences with influencers and ads.
Audience: Government, Sector & Wider Customers/Consumers
Audience: Sector, Customers/Consumers and Government
Statistics Practical Support (REVISED)
Practical resources to support re-opening and displaying key
Through easily digestible and clear social media assets these will messages and protocols. There will also be campaign assets to
demonstrate the importance of the sector, its state and required ustilise and content from these to develop into members own
support, physical activity for health and measures in place in keeping
communications to their local communities, members, customers and
transmission rates low. workforce. We will also provide briefs and letter templates to help with
the engagement of local MPs, to help your own lobbying locally.
Audience: Government via Sector and Customers/Consumers
Audience: Sector Facilities & Customers/Consumers
Timeline
w/c 29.03.21
Confirmation that easing of lockdown
stage 2 will go ahead
Reopening resources provided through
Fit Together Toolkit
w/c 15.03.21
w/c 12.04.21 w/c 17.05.2021
Re-focus on WE ARE
SAFE, WE ARE GYMS & LEISURE CENTRES GROUP EXERCISE TO
ESSENTIAL messaging REOPEN RETURN
Sharing of Fit Together content received from ukactive members
w/c 05.04.21
Emphasis on consumer
messaging for WE ARE SAFE,
WE ARE ESSENTIAL including
w/c 22.03.21 targeted ads w/c 12.04.21 à
Engage with social media Influencer and consumer
influencers to drive WE ARE content under WE ARE SAFE,
ESSENTIAL message WE ARE ESSENTIAL
#FitTogether #Fitness2Me
Messaging Matrix: To Build Consumer Confidence
Objective Target Audience
To drive consumer confidence across the general public, that gyms, fitness, Members/customers and end users that use the
pools and leisure centres are essential for their health and wellbeing but are services of gyms, fitness, pools and leisure
safe to return to, when they are ready. centres in communities across the UK.
Fit Together
Umbrella Campaign We are Safe, We are Essential
#Fitness2Me
Sub-Campaign What does your health and fitness facility mean to you?
How does it feel to be back?
Example Messaging
Operators Suppliers Supporters Customers
“We can’t wait to welcome you all “What does fitness mean to you and “Great to head back into the local ”It’s great to be back in my local gym
back in – we have implemented how’s being back in your gym, pool leisure centre today, feels really safe using equipment and just being in
various safety measures to protect or leisure centre? Tag your facility & and well executed. Anyone else the right environment to maximise
you and our staff whilst still giving let us know so we can join in the heading back and enjoying be back my ‘me-time’. I can’t wait to see the
you the experience you’ve been appreciation for them being back!” in swing of it? return of group exercise, all the
waiting to get back to!” measures in place feel really safe!”
#Fitness2Me #FitTogether #Fitness2Me #FitTogether
#Fitness2Me #FitTogether #Fitness2Me #FitTogether
Call to action
In order to continue to drive awareness and impact around the role the fitness and leisure
sector plays in supporting the nations health, whilst also driving consumer confidence to
help support the return through the doors of facilities - we asking you to engage and align
with the messaging of Fit Together where possible. This will ensure we have a consistent
message across the sector to the end user and audience. This can be done using Fit
Together branded assets or within your own campaigns.
How to get involved:
• Engage your members and customers, posting their testimonials via quotes, photos or
video - #Fitness2Me #FitTogether
• Post images/videos from any online content being delivered to support your members
and local communities, for those not yet ready to return - #FitTogether
• Post/Re-share our key statistic social tiles using #FitTogether that look to showcase the
essential role our sector and facilities play in the fight to protect and maintain the
nations health. As well as the messages and statistics to support the sfaetyt of our
sector.
Click here to download our latest social assets in the Fit Together toolkit and
access practical support for re-opening.
We will aim to repost and share all the fantastic content under the #FitTogether and #Fitness2Me hashtag.
So please do use the hashtags to enable us to do this.
Example Social Assets
Member & ukactive Content Influencer Content (so far)
Example
Posts
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