The traditional time to turn over a new leaf, January is the month for a fresh start, fitter lifestyle and positive outlook for the year ahead.
Capitalising on this key period, Sport England is celebrating women with its ‘This Girl Can’ Outdoor campaign. Committed to helping people and communities across the country to create sporting habits for life, Sport England is using the broadcast nature of OOH to get their message to the nation with the aim to get more women and girls playing sport. The DOOH campaign was deployed across JCDecaux’s M-Vison and Transvision networks whilst the broadcast campaign is targeting the nation on the move across multiple rail and roadside formats.
This two-week campaign started on 19th January and was planned and booked by M4C and Posterscope. With the straplines: ‘Full-time mum, Part-time mermaid’, ‘I play with passion, precision and pigtails’, the campaign encourages females to get active no matter how sweaty they get!
JCDecaux have been measuring mindsets this January - Connected Panel research showed that 46% of consumers want to adopt a healthier lifestyle in January and beframeus, JCDecaux’s content division, tracked the Nation’s Joy.
Beframeus' daily #JoyIndex tracker revealed Northern males, under 35, with no kids were officially the most joyful people in January. By polling the nation each day, beframeus brought ‘Joy to January’ by publishing the results across screens nationwide, alongside a photographic feature starring a line-up of joyful and inspirational people. Beframeus can reveal that there is no ‘Blue Monday’, and that as a nation we were on average 75% happy during the month. Proving that people are happy to return to work, Tuesday 6 January was the happiest day of the month at 86%, with payday triggering a further surge in joy at 81%, on 29 January.