Increasing activity levels in older adults

Never Too Late campaign.

We worked with Hertfordshire County Council to create a campaign to support adults (aged 50+) to increase their physical activity levels.

What we did:
  • Research and insight
  • Audience testing
  • Creative design and advertising
  • Copy and storytelling
A montage of campaign posters featuring an image of an elderly person being active along with a motivational quote from each.
A person viewing a campaign social media post on their phone of an older woman being active.

The mission.

Hertfordshire County Council wanted to create a campaign to encourage and support older adults (aged 50 plus) to increase their physical activity levels. We were tasked to create some campaign brand designs and conduct user testing with older residents to gather their views and feedback. This would help to shape the development of the final campaign concepts and campaign brand.

The research.

We undertook a scoping exercise to gather relevant information, insights and ideas to support the development of the initial concept ideas and messaging. We also conducted a focus group with older residents in Hertfordshire to explore what being active meant to them, their motives and incentives to engage with the campaign, and to gather feedback on the concepts and messaging.

A montage of campaign posters featuring an image of an elderly person being active along with a motivational quote from each.

The campaign.

The brand included the message ‘It’s never too late’ with the strapline ‘so let’s give it a go’, to motivate people to try new things. We designed posters and social media posts utilising community ‘champions’ to demonstrate various activities, alongside leaflets and an activity planner with ideas to join in to help older people increase their activity levels.

A stack of flyers featuring imagery of an older man walking with a child urging readers to take part in physical activities.
A pop-up banner featuring two older women taking a walk alongside the main campaign message and a quote about staying active.
13 participants took part in our focus group
3 concepts tested with participants
Participants were aged from 50 - 78 years old

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