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Vitality, an award-winning insurance company, is on a mission to make people healthier. To advance its ambition, the brand needed to spark widespread engagement around women’s fitness habits and encourage more women to get active. The challenge lay in cutting through the competitive health and wellness landscape to deliver both visibility and genuine behavioural impact.
We understood that to drive impactful media coverage, we needed to focus on a key, relatable barrier – the workplace. We were able to leverage this insight to create a narrative that secured key press interest while igniting positive public discourse.
Building on key research findings, we created the ‘Walk Out to Work Out’ campaign to bring the data to led by Vitality Ambassadors Jess Ennis and Gabby Logan MBE. This captured mainstream attention and inspired women to build more exercise into their daily routines. We paired compelling data with credible high-profile personalities and brought the research to life via bespoke storytelling, interesting imagery, and a strong emotional hook. The result was high-profile coverage across national, consumer, and lifestyle media channels, driving both awareness and action.
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