How the Home Office Reached Health Club Members with a Vital Safety Message

Challenge

Sharing an important safety message with no distractions

The Home Office needed to reach people with a message about violence against women and girls, including abuse, harassment and cyberbullying, in an environment where it could land with real weight rather than get lost in the noise.

London’s health clubs offered exactly that: a focused, high-attention setting where members were present and engaged, away from the usual distractions of a phone screen.

Activation

D6 panel deployment across The Gym Group and Everlast

Deployed across The Gym Group and Everlast sites in London, reaching members in a setting where the message could be seen clearly and without distraction.
Creative addressed the different forms violence against women and girls can take, from physical abuse to harassment and cyberbullying.
The five-week campaign gave the message sustained visibility across the capital's health clubs.

Key Outcomes