Women’s Sport

The Brief

Re-affirm Vitality’s support of women’s sport, drive awareness of this support, and celebrate and encourage female participation. Through this campaign highlight Vitality’s core mission to change traditional healthcare by promoting the benefits of a healthy lifestyle.

Campaign Execution

‘Keep Up The Pace’ was designed to communicate Vitality’s progress in women’s sport and to inspire continued momentum. This involved a radical gender rebalancing of Vitality’s sponsorship portfolio which aligns with the companies challenger mindset, adding Vitality Women’s FA Cup, This Mum Runs, and Women in Sport. 

The creative campaign flipped convention on its head by harnessing the power of Vitality ambassadors – usually the role models - to share how they were inspired by women who had kept exercising during lockdown, in the form of letters from Jess Ennis-Hill, Alex Scott and Ellie Simmonds.

Results 

A sharp upward trend in awareness of Vitality among sports fans (YouGov). The Vitality Brand Tracker evidenced that fans of women’s sport over-index in their awareness of Vitality vs. competitors. Moreover, it also showed big uplifts in brand measures across all sports, despite the lack of events & sponsorship TV coverage in this period.