This page contains a Flash digital edition of a book.
fi a update news
moreactive4life moves on
PICTURE:
David Stalker, the FIA’s
chief operating offi cer,

WWW
discusses the success
.IST
of MoreActive4Life
OCK.COM/BOJAN
and the next phase
of the campaign
TEZAK
M
oreActive4Life is a
consumer campaign
launched by the FIA
in late June 2009. In
addition to providing access to gyms, the
programme also engaged communities
in activities beyond the perimeter of the
fi tness facility. The initiative comprised
three key elements: a free day pass to
the gym, a six-week walking group and a
six-week in-gym session. Walking groups were part of the MoreActive4Life six-week programme
MoreActive4Life is the FIA sub-brand
of the Change4Life campaign, targeting the results levels of physical activity, activeness
the latter’s ‘move more’ goal. A three- MoreActive4Life was a qualified success. at work, dietary habits, lifestyle
year initiative, this summer saw the fi rst The overall results from year one of the (including smoking and drinking) and
wave of the campaign. In the eyes of the campaign show that more than 200,000 energy levels. This Healthy Living Index
Department of Health, the scheme is people participated, with 167,000 was calculated prior to participants
“at the vanguard” of attempts to drive estimated six-week gym programmes, an beginning the six-week programme and
Change4Life into the community. estimated 26,000 day passes issued and recalculated after it was completed.
The objectives of the MoreActive4Life 11,000 estimated six-week walking As a result of the programmes, the
campaign were to create a compelling groups set up. Each participating site data collected shows that participants
consumer offer which could be delivered received an average of 201 referrals and improved their healthy living score by
consistently across the country at more the data shows an average conversion an average of almost 20 per cent, with
than 1,000 sites; no other organisation rate from the programme to 40.7 per cent of participants rising from
has the reach or capacity to work in this membership of 44.7 per cent. a below average score to above average.
way with the Department of Health. The initiative was equally delivered by Further, nearly 8 per cent of participants
It sought to stimulate consumer FIA members from the public, private achieved the optimum score range (80
interest and convert this into action, and charitable sectors. to 100) during the programme.
either in the shape of visiting a Encouragingly, MoreActive4Life not Public interest was measured through
participating health and fi tness facility, or only engaged a sizeable number of activity on the MoreActive4Life
by logging on to the campaign website people but also made a difference to website, which showed 20,518 visits
for more information. their health. This was measured via from campaign launch to end. From
Initial results have now been analysed the use of the Healthy Living Index, this, consumer interest and the impact
and plans created for the next phase of which scored participants’ lifestyles that PR was having on the website
the MoreActive4Life campaign. out of 100, using indicators including activity was tracked.
The lack of additional promotional
support from the Department of
Health (coverage was withdrawn to
The campaign sought to
concentrate on countering the outbreak
stimulate consumer interest
of swine fl u), hindered the ‘above the
line’ effectiveness of the initiative. This
and convert this into action
meant that success was dependent on
facilities mobilising their staff on the
ground to implement the campaign
18 Read Health Club Management online november/december 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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