Sky Sports
Overview
Over 50,000 young people in one third of UK secondary schools participated in Sky Sports Living for Sport (SSLFS), a free secondary schools initiative delivered in partnership with the Youth Sport Trust, that uses sports stars and sport skills to improve all areas of life.
Campaign objectives
-
Raise awareness of the initiative amongst schools, parents, pupils and stakeholders.
-
Publicise programme of Athlete mentor visits to schools across the UK.
-
Ensure key messages accurately conveyed on behalf of multiple stakeholders.
-
Support the organisational objective of encouraging 1,500 schools to sign up every year.
Our approach
-
Publicising 100 Athlete Mentor visits to schools via media alerts, post visit releases and letters.
-
Ongoing development of pupil case studies to demonstrate the impact of the initiative on young lives.
-
News announcements regarding the initiative.
-
Development of multiple of ‘PowerPlays’ - standalone creative mechanics
-
Conceiving & then managing the Student and Teacher of the Year Awards
-
Managing social channels, including building Twitter from zero to 16,000
Results:
In a single year, our campaign delivered:
- A total audience reach of over 147 million
- 759 items of press coverage
- 100% positive sentiment
- Doubled traffic to SSLFS website
- More than 12K website click-throughs from social
- Over 20K fans and followers on Twitter & Facebook
- Target of 1,500 schools signed up met... 10 weeks ahead of schedule
Won 14 awards for our work on behalf of SSLFS
- CIPR Judges Awards GOLD for Best Use of Planning, Measurement & Evaluation
- Three-time CIPR PRide awards winners for Best Sporting Campaign
- Three-time CIPR PRide award winners for Best Use of Social Media
Talk to us
