We want to use digital behaviour change to its full potential to support and motivate Londoners to become and stay active.
The Digital Behaviour Change Project
We use digital communications to influence and motivate people to change their own behaviour.
We have run digital marketing pilots that use Facebook to recruit new participants for walking groups and looked at advertising on the same social media platform to promote local This Girl Can Sessions.
We are experts in developing and testing digital marketing campaigns that reach and engage a less active audience and support them to take the first steps to being more active.
Digital Behaviour Change Updates
INSIGHT: Digital Marketing Lead Chris Norfield looks at the power of Facebook Groups in providing much-needed connections, support, motivation and prompts for Londoners looking to be more active. Read his blog here or learn more about Facebook Groups below.
NEWS: A series of targeted paid social media campaigns by our Consultancy Hub came to an end in November with some very positive results. Find out more about the work, completed by our Consultancy Hub on behalf of Sport England, here
BLOG: Chris Norfield takes you behind the scenes of our recent Digital Marketing work as he reflects on a busy few months supporting specific audiences on taking that first step towards a more active lifestyle. Read his blog here.
NEWS: London Sport have begun work to learn how open data and local physical activity opportunities can be put to best use within referral settings and support the achievement of a range of health and wellbeing outcomes.
The project, funded by the GLA and Sport England, seeks to identify the needs of service users, referral agencies and local physical activity providers, as regards the effective inclusion of physical activity within referral pathways. More on the project.
RESOURCE: A new resource from London Sport looked at how organisations could move their activities online during the covid-19 lockdown. We spoke to Marie Page, a digital marketing expert (The Digiterati) and part-time Yoga Instructor (MariePageYoga) about her experiences as she shifts to delivering online classes. Read more.
INSIGHT: Digital marketing is nearly 15 times cheaper than traditional posters and leaflets at producing similar levels of activity sign-up according to research in a new London Sport White Paper. The paper includes a series of best practice recommendations around defining a target audience, testing wording and imagery, systems for quick response times and using behaviour change theory. Read the full paper in the resources section below.
Resources and Learnings
Learn how Facebook Groups can support Londoners to be active
Facebook Groups can have an important role in supporting people to become and stay active, particularly during lockdown, so we’ve created a page full of details about what they are, how they work and how you can use them to support your users. Find out more below:
Meet the Team
Chris Norfield is our Head of Digital Behaviour Change.
He has led on the organisation’s work on targeted digital marketing and behaviour change for physical activity and sport.
Chris’ combined digital and behavioural science expertise have guided London Sport’s approach to marketing physical activity to less active Londoners.