On 28 March, as UK outdoor grassroots sport returned with the easing of the government’s lockdown restrictions, Sport England launched a campaign called ‘Return To Play’
The non-departmental public body, which operates under the Department for Digital, Culture, Media and Sport, developed the #ReturnToPlay campaign with sports marketing agency Cake.
The campaign, which aims is to inspire people to get more active and playing more sport again now that some of the pandemic stay home rules have been lifted, was launched via a pair of new online films which seek to remind people why they are passionate about their sport and of the emotional and physical benefits.
The debut spot, called simply ‘Return to Play – We’re Ready, When You Are’ focusing on breaking down the barriers to participation regardless of ability, age or background.
The ad’s copy reads: “It’s your time. Time to tighten the laces, dust off the kit, clip in and pull out the clubs. It’s your time. Sport’s back. It may look different, but the feelings are the same. #ReturnToPlay”
The lead film comes with more functional and detailed social support across Sport England channels.
“After such a tough year, we want everyone to be able to feel the benefits of playing sport and being active and the next few weeks and months are crucial as the nation takes its first steps into recovery,” said Sport England Executive Director Digital, Marketing and Communications Ali Donnelly.
“Our response to help people get back to the activities they love needs to both inspire and assure them, and Cake’s approach struck this balance perfectly and complements all our other work on this front.
Cake Managing Director Rosie Holden added: “At Cake we understand the power sport and physical activity has to transform lives, and the significant role it plays in society. Every one of us is feeling the impacts of COVID-19 and the uncertainty that comes with it. As a result, keeping active has never been more important for our physical and mental health. We’re excited to be working with Sport England to encourage and reassure people back to sport and physical activity.”
Comment:
The campaign launch also followed on from agency Cake being appointed to support with the launch of Sport England’s new 10-year ‘Uniting the Movement’ in early 2021.
The work follows in the footsteps of previous Sport England pandemic-related initiatives such as ‘We Are Undefeatable‘ and ‘Join The Movement‘.
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