Keeping Children Active At Home During Lockdown
Partner
Youth Sport Trust
Division
Kids, Innovation, Marketing
Model
Project Based
Deliverables
Campaign and Marketing Strategy, User Interface – UI Design, Creative Design, Audience Engagement Strategy, Content Marketing
The Brand
Youth Sport Trust are a national children’s charity dedicated to providing children and young people with accessible, enjoyable and beneficial experiences through play and sport.
With their network of School Games Organisers across England, Youth Sport Trust drive new ways of using sport and physical activity to improve children’s wellbeing and furnish them with life-changing opportunities and brighter futures.
The Brief
Youth Sport Trust required a new way to engage a locked-down, digital generation across England, providing support to enable children to keep active.
The Challenge
In March 2020, the coronavirus pandemic led to a complete lockdown across the United Kingdom. Overnight, children were homeschooled by parents and carers and often had little or no access to physical activity or sports facilities, other than what could be achieved in their house or garden.
Motivation to keep physically active was waning, with children spending hours in front of screens and apps for remote schooling or simply to keep occupied.
Topodium Group needed to position a united audience engagement strategy and campaign that would be far-reaching, with straightforward and frictionless uptake from multiple School Games Organisers.
The Approach
Topodium Group leveraged our partnership with TopYa!, the sports technology company, utilising their global app platform and long-standing relationship with the Youth Sports Trust. Utilising a custom branded version of the TopYa! Active app, we provided School Games Organisers across the country with a platform filled with content videos, virtual coaching for children, and leaderboards to connect to the various schools and regions which resulted in a wealth of national engagement.
Working with the Youth Sports Trust’s #StayInWorkOut campaign, we were able to reach the target demographics on their social channels, and provide a base for collating and sharing user generated content. Working collaboratively with Youth Sport Trust, we developed a content strategy focused on fun video-based challenges to inspire and motivate ‘at home’ participation.
To effectively engage wider stakeholders, we utilised content from School Game Organisers, Youth Athlete Mentors, National Governing Bodies and standout content from children across the country.
Users
Fun Digital Challenges
Hours of physical activity
Month Project Extension
More Results
Over 3,000 users watched the challenge videos and 750 plus users uploaded their own videos. What was amazing to see is that not only were children and young people responding positively to the #StayInWorkOut campaign, several videos showed families, from mums and dads to grandparents, engaging with the challenges and having fun while staying active at home!
Roman Neveykin
Sport Development Manager, Youth Sport Trust
