Magna Vitae – I always thought

Magna Vitae is a well-known Community Trust for Leisure & Culture, operating in the East Lindsay district of Lincolnshire, with an impressive in-venue, online, and community offering, enjoyed by 42k residents each year.

Cock-a-doodle-doo was asked to deliver a campaign that raises awareness of the breadth of Magna Vitae’s service offering outside of its venues, and to convey the leadership team’s passion to make a difference to the communities they serve.

The ‘I always thought’ campaign was created to dispel the myths of a stereotypical fitness operator, and instead highlight the breadth of the service offering for residents of all ages.

Did you know?

• 1,500 young people learn to swim through the centre’s water-wise programme each year.
• 3,000 inactive residents embarked on a wellness journey via the Exercise on Prescription programme each year.
• For every £1 invested in Magna Vitae, 4x as much value is created for residents, public health, and social care systems.

…the list goes on.

“The campaign challenged what you thought you knew, and it got people talking.”

Cock-a-doodle-doo created the campaign concept, and managed the lifecycle of the campaign, with design provided by the Magna Vitae team.

‘I always thought’ utilised Direct Mail, DAX, Print, Copywriting, PR, and social media to reach a targeted local audience.

Direct Mail was distributed to 15,000 homes, and achieved 125,000 impressions on DAX, and a further 35k impressions on social media.