In collaboration with:
OgilvyOne / MEC / M&C Saatchi / Freud Communications / Carat and Kantar
The objective of Public Health England’s Change4Life physical activity programme is to reduce the risk of childhood obesity and improve general health and wellbeing through increasing the physical activity levels of children aged 3-11 in England.
As part of a long-running partnership with Sport England and Disney to inspire kids to get active, in 2018 we leveraged the phenomenal Star Wars brand to create a year-round Change4Life physical activity campaign - Train Like a Jedi. Through harnessing the magic and mass appeal of Star Wars with multiple touch points in schools, in the community and at home, we got kids all over the country moving during term time and school holiday
To launch the campaign, Double Taekwondo Olympic Gold medalist Jade Jones became the host of a fun training film. Designed to appeal to a range of audiences, the film and cut-downs inspired children to both play-along and to build their own routines based on the moves shown.
To drive to the Train Like a Jedi film we inspired our audience through the powerful narrative themes inherent in Star Wars, whilst also making sure our messages related to physical activity.
The film was developed by specialist company AI and used for physical activity classes both in schools and online.
The adventure didn’t end there
Once children knew the moves and the summer holidays began, we kept them moving by working collaboratively with UKActive to develop a package of training and support materials.
These materials enabled physical activity providers to deliver Jedi-style training in a range of settings, such as before and after school clubs and community spaces, whilst upper tier local authorities provided with ‘Race Across the Galaxy’ activity packs were encouraged to coordinate their own Train Like A Jedi events.
The campaign was hugely popular with UKActive activators – with 3,465 activators delivering sessions over the course of the summer (67% of the network). There were 44 delivery partners and sessions were delivered to 2,150 schools with over 40,000 sessions across the summer.
Watch a session in action
You might also like…
Check out our other work for Change4Life and Disney – 10 Minute Shake-Ups.