Sport England
Call to adventure
Sport England’s research into young people’s experiences and feelings about sport exposed a very complicated relationship. They decided that it was time to find a new way of communicating with young people to get them active. They needed to stop pushing sport, and start helping them discover physical activities that they’d enjoy for life.
Challenge
The research that I was presented was long, complex and dry. My task was to craft it into a narrative that would help the project’s key audiences – sports leaders and practitioners – to engage young people in discovering physical activities they love and want to take part in regularly.
Transformation
Once I’d made sense of the research, I created a range of snappy key messages that could be used across different materials, according to audiences and design. Then I planned and wrote a story driven resource pack, Under the Skin, keeping the content practical and accessible for busy sports leaders while down to earth and engaging in tone. The pack was made available as a downloadable PDF document or a handy pocket sized Z-card.
In the end…
Sport England launched Under the Skin on Twitter. The tweet became the organisation’s most shared post ever. Sport England are now leading the way in reaching new groups of young people and inspiring them to find activities they’ll enjoy for life.
“You really helped us to clarify the key messages we wanted to deliver. The clear copy and the distinctive illustrations are helping more people notice the work, and understand it.”
– Carol Fraser, Business Advisor, Sport England
