Vitality Netball World Cup 2019

The Brief

Connect Vitality’s vision of a healthcare brand focused on keeping people healthy, not just from getting sick with its members, netball fans and the wider media. Paint the UK Pink with Vitality’s unique colour scheme and leave a positive legacy for netball that enables its continued growth.

Campaign Execution

The #WeAreRising campaign was designed to go beyond just the tournament. Rather it called on the netball family to rise up and champion, celebrate and spread their support for the game they love.

At the heart of the campaign was Vitality’s coaching pledge, that for every 100 goals scored during the tournament, by the athletes in the arena and by fans in the Vitality fan parks, Vitality would fund a UKCC Level 1 Coaching Certificate. With a total of 11,367 goals scored, Vitality funded 114 new England Netball coaches to continue promoting its central mission of getting people healthier.

Results 

87% awareness of Vitality as an England Netball sponsor and a third of those were more likely to consider Vitality products as a result. 159,000 adult women have been inspired to start playing netball, or to play more netball and a1000% increase in visits to the session finder on the final day of the World Cup.