Beat the Street is a national health initiative designed to get schoolchildren and families out and about being active by gamifying exercise with a points and prizes system. When the campaign came to Barnsley in Summer 2019, it was our job to communicate the game’s structure and the benefits of a healthy and active lifestyle.
We built a bespoke campaign, beginning with a media event launch in the heart of Barnsley. Members of the Beat the Street team joined local dignitaries, stakeholders, Barnsley FC’s Toby the Tyke and the Mayor to place an inaugural journey on the Beat the Street leaderboards. The media event was attended by the local area’s biggest newspapers and Hallam FM, resulting in the campaign’s launch covered in print and online media, as well as been mentioned on the hour every hour across South Yorkshire radio – as well as across each title’s social channels.
Moving further into the campaign, we used a series of milestone moments to continue to engage with key media: the one millionth participant nationally, Barnsley reaching a distance of five times around the world and Beat the Street’s participation in the town’s showpiece event: The Big Weekend. At each step we successfully secured coverage for the campaign in Barnsley a continued to educate and engage with local potential participants.
Hatch also produced two pieces of video content to help bring the campaign to life. The two edits followed Beat the Street’s one millionth participant case study family and the football club’s involvement in the campaign, as well as the town’s Big Weekend event to be shared across social media, with journalists and potential corporate sponsors.
The campaign gained press coverage in all key regional media, including print, online and broadcast, as well as engaging with the football club and local MP.
Several key stakeholders became engaged advocates for Beat the Street, while a local family and school volunteered to be a part of the campaign.