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Two women take part in a yoga session
Nov 24, 2020 13:38 GMT
Couch to Fitness campaign workingalongside This Girl Can shows influenceof peer-to-peer support
A supplementary Couch to Fitness digital marketing campaign workingalongside Sport England’s This Girl Can campaign to target women fromlower socio-economic groups has shown the importance of peer-to-peersupport.
In less than three weeks between 16 September to 2 October, more than2,000 people joined a Couch to Fitness Facebook group which saw 320 posts
made by members, of which 98% were female and 80% aged between 35 and64.
Couch to Fitness is a nine-week National Lottery funded home exercise planfor beginners, developed by Our Parks with backing from Sport England, tohelp people who need extra support and motivation to increase their physicalactivity levels.
The Facebook group successfully created an opportunity for people on theprogramme to connect with others, share their experiences, questions andsuccesses, and do more activity.
Prior to launching the campaign, supported by National Lottery funding fromSport England’s £20m Tackling Inequalities Fund, London Sport soughtfeedback from women in the target group about being active during thelockdown and found two main concerns.
Our target audience were worried about the amount of data required tostream online sessions and the ability to fit exercise into their busy dailyschedule and responsibilities.
In response, London Sport worked with Our Parks and the This Girl Can teamat Sport England to develop bitesize (5 minutes) workouts and set up aFacebook group to make it easier for women starting the programme toconnect with other users.
The Couch to Fitness campaign reached more than 450,000 Londoners withour Facebook adverts receiving close to 10,000 clicks. More than 2,000women joined the Facebook group with 1,295 signing up to the Couch toFitness programme from the social media adverts.
Chris Norfield, Digital Marketing Lead for London Sport said:
“This study shows, once again, that Facebook groups can be a really powerful wayto connect communities around a common purpose – in this case increasing theirlevels of activity.
“We’ve seen some moving examples of people supporting each other as they takepart in the Couch To Fitness programme and along their journey to being more
active.
“Such groups can be a really useful tool to support people to be active,particularly during these times where face-to-face contact is restricted due to thecovid-19 pandemic.”
This Girl Can’s Campaign Lead Kate Dale said:
“Getting and keeping women active during the pandemic has been a priority forThis Girl Can and why we’re so pleased to have worked with Our Parks on thedevelopment of the bite-size videos as part of the Couch to Fitness programme.
“The crisis has caused disruption to so many lives and the campaign to helpwomen across London find a workout suitable for them by London Sport has alsomeant so many have found a new, supportive community to be a part of, justwhen some of them needed it the most.
“I am excited to explore how Couch to Fitness can reach even more women andhelp get them more physically active.”
Our Parks founder Born Barikor said:
“The bitesize version of Couch to Fitness was a very successful off-shoot of theoriginal Couch to Fitness programme, addressing Parker concerns and making theprogramme even more accessible.
“The Facebook group has become an integral part in helping communities cometogether and share their successes from the programme.
“It has become a place where Parkers can offer support to each other and week onweek, we can see this community of Parkers growing as more people take part.”
Learn more about our work with Our Parks and Sport England on developingthe Couch to Fitness programme here with more details on our digitalmarketing to target ethnically diverse communities and lower socio-economic groups here.
About London Sport
London Sport aims to make London the most physically active city in theworld. Supported by the Mayor of London and Sport England, our target is toget Londoners more physically active.
For more information on London Sport, visit www.londonsport.org
Contacts
Andrew LawtonPress ContactSenior Communications [email protected] 3848 463007398 215 076
Press OfficePress [email protected] 3848 4630
