An article that was recently printed in the Herald Express, showed that the campaign run by Torbay Council and designed by DNA Advertising has proven to be a great success. The latest progress report for Fit for the Future, a scheme to encourage youngsters to join a gym, shows it has been enjoyed by 1,112 people.  The scheme, which has been running in Suffolk, Newcastle, Bristol, Manchester and Torquay had a target of recruiting up to 1,000 youngsters per district. Torquay has smashed that target, with three months left to run.

DNA carried out research with a select audience, then presented our initial concepts. This research helped us refine the final design, which we rolled out across promotional literature and banners that were strategically placed around the Bay.  DNA also encouraged the council to use bluetooth phone technology to deliver the message to a wider audience.  The combination of using new technology and targeted design has clearly helped to make this campaign a great success.

[Update: Paul Mabin - Creative Director]

Designed to encourage young people in the bay to take part in more physical activity, the ‘Fit For the Future’ scheme is off to a flying start. Torbay Council came to us with the aim of recruiting 1000 members into the government subsidised programme, enabling 16-22 year olds to join a gym in their local area for just five pounds a month. An offer this good had to have creative to match, so we set to work and produced a campaign designed to spread the word through leaflets, posters, adshel posters, banners, and even Proximity Marketing! The response from the youth in the bay has been very positive, and we are all confident that the aim of recruiting 1000 members won’t be a problem.