Client: Living Sport
Location: Cambridgeshire & Peterborough
Sector: Public/Health/Community/Sport
Background
Living Sport is a charity that promotes the health, happiness and wellbeing of the people of Cambridgeshire and Peterborough by inspiring them to get active. Its insight-led strategy is focused on increasing participation. It provides support to the people and organisations on the ground that deliver, influence, and inspire others to be active.
Residents of newly created communities in the county may have left their usual gym, exercise class or sports club and in a brand new housing development these groups are often yet to be established, making it hard for people to stay active. As a result Living Sport developed a collaborative, multi-partner project called Active New Communities.
Active New Communities aim is for residents to:
- stay informed about sport and physical activity opportunities on their doorstep,
- shape the sport and physical activity offer within the community,
- develop skills to help others become active – lead, coach, volunteer,
- meet local residents and make new friends!
Brief
Create a brand, brand guidelines and supporting collateral templates to communicate opportunities to be active in new communities in Cambridgeshire.
We followed up with a high quality information resource for one of the new communities. This was to fulfill Northstowe residents desire to find suitable family cycling routes and fun activities for the younger age group.
Challenges
- A brand that will appeal to all age groups and genders, reflect activity, fun, and community as well as being a reliable and responsive resource for the community.
- Timescale – as an actively growing community the need for new and different information meant that the client needed a brand and templates quickly so that they respond promptly before their audience lost motivation to be active or trust in the organisation.
Campaign Goals
- Create a recognisable, bright, fun brand in order to communicate the aims and values of Active New Communities.
- In response to the requests of the community clear, informative and engaging leaflets and social media were required.
- Increase active participation so that new residents would be happy and healthy.
- Build a sense of community by providing the foundations for self-run activity clubs.
Our approach
As client focused, campaign experts we listen carefully to what the client is attempting to achieve.
Branding Project
We provided a brand consultation to create a logo and visual identify that reflected the purpose and nature of the Active New Communities project. The design needed to be adaptable so that it could be used by a variety of project partners.
We produced a visual identity, that engaged with the target audience particularly suitable to social media usage.
Creative assets were delivered to support the client’s engagement targets.
Cycling Activity Pack
Active New Communities had found a selection of 6-12 miles cycle routes near to Northstowe so they asked us to produce a set of easy to use visuals (maps!) and to come up with some activities to keep younger cyclists engaged and happy during the cycle route.
We researched the area along the routes and found animals, landmarks and vehicles that children could spot, as well as offering cycling safety tips and agility challenges to try. The pack encourages families to get active together. We specifically targeted parents and children to enter social media “selfie” competitions with prizes.
This would also increase traffic to the Active New Communities social media platforms and website.
Deliverables
- Brand Design
- Logo
- Brand Guidelines
- Alconbury Weald, Northstowe and Hauxton promotional leaflets – 1000 distributed across the three locations.
- Northstowe Cycling Activity pack – a short print run of 150 circulated, download encouraged via social media.
Testimonial
“ …we enlisted the creative support of Breadcrumb to help us produce a fun resource aimed at young cyclists with a few challenges and activities they can do along the route. We love working with the team at Breadcrumb, they are quick to respond, efficient, creative and their attention to detail is spot on!”
Christine Sprowell, Partnerships Manager, Living Sport
If you want to give cycling a go in Cambridge and around the county try City Cycle Hire and Rutland Cycles.
