As a successful but isolated PR-led community sponsorship for The Co-operative, the challenge was to make its Activate Sport sponsorship work harder throughout the business. We saw an opportunity to develop a new campaign with Active Sport which could develop and engage The Co-operative Food.
We worked with The Co-operative and Activate Sport to develop An Active Culture programme, sending sports coaches into primary schools to inspire children, teachers and parents to make activity part of their school’s culture.We helped The Co-operative Food to engage Procter & Gamble - securing a product promotion which guaranteed a minimum of £300,000 for the Activate Sport Foundation’s Active Culture project, reaching 80,000 primary school children.
England cricketer James Anderson has fronted the schools sport initiative staring in a TV ad alongside England women’s footballer Faye White to raise funds for An Active Culture. The programme provides sport and activity sessions, leaving behind a curriculum for each school which will help teachers and parents to deliver activity sessions to year groups at each school. An athlete will also visit each school as part of the programme.
The campaign has engaged over 15 ambassadors to support the programme so far building credibility and support for the project. An Active Culture now provides an excellent communication platform for The Co-operative, reaching communities across the country and continues to work with the Activate Sport Foundation to raise funds for An Active Culture.
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