Quartet of agencies win contract to get Greater Manchester active

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GM Active

A team of four Manchester-based agencies has been appointed to help improve the health of Greater Manchester’s 2.8 million residents.

Access, Intelligent Conversation, Planning Express and Republic of Media have been appointed by GM Moving - the comprehensive plan to reduce inactivity and increase participation in physical activity and sport.

It involves the Greater Manchester Combined Authority, the NHS in Greater Manchester and Sport England and aims to inspire two million of Greater Manchester’s residents to become active by 2021.

The agency partnership is tasked with developing an integrated behaviour change campaign that aims to get 75% of people living in the region active.

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 27 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.”

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