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People's Movement
The People’s Movement is the physical activity revolution for Sheffield. Diva designed the campaign for Sheffield City Council and the city’s health and wellbeing partnership in order to increase activity levels in the city, particularly amongst those with the most sedentary lifestyles.
Starting with a concept based around an innovative and unusual name – The People’s Movement, diva utilised the full service approach to raise the profile of this worthwhile campaign.
Following the development of a brand a website and full suite of print materials were developed.
The People’s Movement website www.thepeoplesmovement.co.uk is the linchpin of the campaign, having been developed with a technically advanced specification which allows members of the public to search an up-to-date database of all sporting activity in the city, including those provided by private clubs, and which allows private clubs and others promoting their physical activity sessions to add themselves to the database.
Also on the website a downloadable video podcast is available, which acts as a personal trainer for use when trying to improve fitness levels.
For signposting people to the website, which also includes many helpful hints and tips on improving physical activity levels, a range of materials have been used, most notably large format billboards across the city, which are changed thrice yearly to update the campaign messages. Posters and leaflets distributed widely to doctors surgeries, pharmacies and other community locations are also used.
An ongoing pr campaign ensures regular messages about increasing physical activity levels are highlighted in the local press, broadcast and community media.
Regular events also enhance the campaign. Viva Salsa! was a salsa themed event aimed at encouraging people in the city to put on their dancing shoes!