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.

Sky Sports case study image Beckham with kids

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

big SSLFS DB 004

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

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