A team of four Manchester-based agencies has been appointed by GM Moving to help improve the health of Greater Manchester’s 2.8m residents.
GM Moving is working with the agency partnership to develop an integrated behaviour change campaign that aims to get 75% of people living in the region active.
The four consultancies, which have working relationships spanning 20 years, include creative agency Access, strategic PR and social media company Intelligent Conversation, brand and planning consultancy Planning Express and media buying agency Republic of Media.
The £500,000 two-year project was awarded after a two-stage competitive pitch process, plus audience testing of the initial messaging and creative. Following an insights phase by GM Moving, the four-strong agency partnership is delivering creative concept, artwork, media buying, social media management and public relations at both regional and community level.
Helen-Louise Smith, marketing communications manager, GM Moving said: “This has been an incredibly in-depth pitching process. From an initial 24 agency list, we saw five at pitch stage, but it was this four-way collaboration and the creative put forward by them that absolutely hooked us.
“Simple, clear and effective, the partnership team not only understands Greater Manchester and what makes our inactive audiences tick, but the passion and experience of the team members was what really stood them apart.”
Simon Landi, managing director of Access commented: “As soon as we saw this opportunity, we knew we had to be part of it. Teaming up four partners, with the right community engagement, creative insight and behaviour change experience, means we interrogated every part of the research and project requirements before coming up with our creative campaign and implementation mechanism.
“We’re a passionate team of agencies, all with Manchester roots. We’re proud to support the GM Moving ambition and deliver such an important campaign on home turf.”
GM Moving is the comprehensive plan to reduce inactivity and increase participation in physical activity and sport – involving the Greater Manchester Combined Authority, the NHS in Greater Manchester and Sport England. It aims to inspire 2 million of Greater Manchester’s residents to become active by 2021.
Picture caption from L-R: Natalie Green, comms planning manager, Republic of Media; Leigh Herbert, head of client services, Republic of Media; Kate Jones, managing director, Intelligent Conversation; Sarah Tarmaster (and her dog Marcel) senior consultant, Intelligent Conversation; Phil Fraser, head of planning and account management, Access; Simon Landi, managing director, Access