England Squash is the national governing body of squash, responsible for growing the sport at every level in England. In September 2022 they launched their four-year strategy – ‘Squash in a changing world’, which outlined the organisation’s plans to grow the game in England and realise the collective vision to create a thriving, diverse and growing community.
As part of this initiative, C21 has worked with England Squash to develop a pilot campaign, highlighting squash as a sport that’s great for health and wellbeing, as well as being social, targeting men and women aged 18-35, particularly those from non-white backgrounds, who already play sport or are looking to try something new.
Trialling in the West Midlands, this campaign uses eye-catching creative to appeal to our audience and will test a variety of messages focused on fitness, community and mental health. C21 has worked with England Squash to develop a robust strategy and message matrix, undertaken focus groups to test the creative, facilitated and managed photo and video shoots, as well as media planning and asset creation.
The campaign launched on the 22nd January and will run for 8 weeks.
|5 months 27 days
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