Yorkshire-based marketing agency Diva Creative has won a contract worth £250,000 from Greater Manchester Moving.
Diva will develop a two-year campaign to inspire people across the 10 Greater Manchester boroughs to walk more frequently.
The company, which specialises in behaviour change, won a competitive creative pitch and will now work to get the public’s feedback on messaging, visuals and advertising channels prior to delivering the project.
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.
Amanda Pearce, director at Diva Creative, said: “This a tremendous project for us to work on and the opportunity to develop such a large-scale behaviour change campaign means there is great potential for long-term results.
“Our approach has been to celebrate how walking has always been a proud part of Greater Manchester’s heritage and remind people just how liberating, rewarding and normal it can be to take a quick stroll.“
The agency has previously created the multi-award-winning Big Bike Revival with Cycling UK and delivered a swimming campaign that increased participation at two Leicester pools by as much as 220%.