The Women’s Sport and Fitness Foundation (WSFF) is aiming to capitalise on the health and anti-obesity drive being led by the Government’s Change4Life initiative and the London 2012 Olympics with the launch of its first national campaign.
The charity, which works to encourage women and girls to be more physically active, is also looking to partner with a number of brands to promote its active living messaging.
It plans to launch the campaign next summer and will run for up to five years.
To spearhead the activity it has appointed its first retained ad agency, Mother, and is also working with Generate to handle sponsorship and brand tie-ups.
This will be the 25-year-old charity’s biggest consumer push to date, and its aim is to make physical activity an integral part of the lives of women and girls.
WSFF chief executive Sue Tibballs says: “There’s going to be a halo brand campaign. Then [brand] partners will buy into that and support the halo brand by activating and leveraging the message with their own activity.”
She says she plans to talk to brands that already have a strong relationship with women in sectors including retail, telecommunications, food and drink and national governing sporting bodies.
WSFF has previously partnered with Scottish Widows, which has sponsored its research activity. The Lloyds Banking Group-owned company is the official pensions and investment provider of the 2012 Olympics.
“If we as a nation are ever to make a meaningful and long-term difference to the health of what is more than half of the population, we need to tackle a culture that is currently making being active unattractive for women,” Tibballs says.