ukactive National Summit

November 2015

Last week, Caroline and Steph attended the ukactive annual summit event at Emirates stadium. Apart from the thrill of seeing Lady Tanni Grey-Thompson clutching her copy of our incredibly successful Blueprint for an Active Britain report, the conference was a great insight into the amazing work our client does, lobbying the Government and developing strategic partnerships to get the UK more active.

From whacky but believable ideas like 3D printed food, to ukactive’s ‘more people, more active, more often’ mantra, the day was a whirlwind tour of the organisation’s strong commitment to improving the health of the nation by promoting active lifestyles.

Representatives from across the health and activity sectors, including Tracey Crouch MP, Minister for Sport and Jane Ellison MP, Minister for Public Health, attended and spoke, sparking ideas, conversations and debate. An overall theme of the day was the notion that positive change is more effective when organisations and Government work together to achieve common goals.

Did you know that the contemporary buildings are making us fat with their conveniently located lifts and escalators? That towns such as Portland, Oregon in the USA are working on creating a 20 minute neighbourhood, where everything is within 20 minutes walk or cycle for residents?

Technology is altering the way we live, work, communicate and interact. Futurologist Dr James Bellini predicts that future generations will have an average of 39 employers – our market is changing, and so our activity marketing must change with it.

So how do we market to the nation, encouraging them to be more active? Jane Asscher, Founding Partner of 23red spoke about how they developed the NHS’s hugely successful Change4Life campaign using an insight-driven approach. Similarly, it came as no surprise to hear that Sport England’s This Girl Can campaign was delivered after 12 months’ research.

Listening to the speakers just reinforced our belief about the importance of customer insight, as well as prompting us to get our trainers on.