Case Study: BPL gets more communities active with WPA Pinfold

BPL launches Let’s get going with WPA Pinfold to engage inactive communities

The customer, BPL, faced the challenge of encouraging a broader range of people across Yorkshire and Bassetlaw, particularly those who were inactive, to take a proactive role in their mental and physical wellness. WPA Pinfold was engaged to develop a new brand proposition to effectively speak to this hard-to-reach target audience.

WPA Pinfold developed the single-minded proposition "Helping ordinary folk lead more active lives and feel good," from which they created the rallying call "Let’s get going" as an umbrella brand. This was applied across all programs for consistency. The campaign was activated through targeted media and was so well received that its imagery was incorporated into leisure centre signage, with multiple programs like "Healthy Mums" successfully launched and rolled out.

BPL