Active Calderdale Website & Campaign
Building a culture where movement is part of everyday life.
Many people in Calderdale face barriers that stop them from moving. Together with Active Calderdale, we shaped a new campaign and website to help both residents and organisations make movement part of daily life.
Client: Active Calderdale
Sector: Local Authority / Public health
Services: Research and discovery, campaign strategy, creative design, website design, behaviour change consultancy
The Challenge
Calderdale Council wanted to reduce health inequalities by helping people bring more movement into daily life. Many residents faced barriers to moving more. These included low confidence, poor health, lack of time or money, and limited access to opportunities.
Our challenge was to change how residents saw physical activity, showing it as something simple and part of everyday life.
We were asked to create a campaign and website that would:
Show movement as easy and achievable.
Show the benefits of movement and how it makes people feel stronger - physically, mentally and socially.
Encourage people to see daily activities like walking, gardening or housework, as valuable ways to move more.
Give residents practical ideas and support to help them move more in their daily lives.
What We Did
We began by talking and listening to people in Calderdale. We ran workshops, surveys, canvassing and desk-based research to understand the barriers that stop people moving more. These insights shaped our strategy, the website and the campaign so that everything worked together from the start.
We then refreshed the brand identity. The brand was designed to feel welcoming, inclusive and supportive. It gave the campaign and website a clear identity and a consistent voice that people could recognise and trust.
Next, we designed and developed a new website. The site was built to be simple, clear and accessible. It included case studies, an activity finder and practical tips to help residents add more movement into daily life. We created a dedicated resource hub for organisations, with toolkits, templates and guidance to support people to move more. The website carried the new brand identity throughout and became a central home for the campaign, bringing together stories, resources and messages in one place.The website work also included a full migration of more than 170 blogs and pages. We reviewed each piece of content that was migrated or refreshed, with SEO best practice and a UX review. This made the new site easy to navigate and easier to find.
When it was time to bring the campaign to life, we built a strategy to reach people in ways that felt relevant and supportive. Our research showed that seventy percent of residents could be reached through digital activity. The other thirty percent needed face-to-face contact through trusted networks such as workplaces, healthcare, community groups and faith organisations. We shaped the campaign around this by creating one strand aimed at organisations and another aimed at residents.
We then worked on developing the campaign, starting with a creative approach that reflected the diversity of the borough and showed movement as something achievable for everyone. We carried out photo shoots in Calderdale and developed a short film, capturing authentic stories from residents across the borough. This showed movement in many forms, from disabled adults’ dance classes to women’s football and local walking groups, giving real stories to inspire others. These really brought the campaign to life!
To future-proof the campaign, we produced a wide range of resources for the Active Calderdale team and their partners. This included toolkits, Canva templates, guides and the film itself, which gave the movement a strong and authentic voice. These tools made it easy for partners and organisations to share the message consistently in their own communities as part of the B2B strand of the strategy.
The Results
The project gave Active Calderdale a stronger and clearer way of talking about movement. The new brand, website and campaign worked together to change how people see physical activity. The film helped highlight the voices of residents and organisations, showing how movement can look different for everyone and building a sense of pride across the borough. Organisations now have a resource hub, toolkits, templates and a campaign film to help them keep the message alive.
The work created a foundation for lasting change by shifting the conversation away from exercise as a chore and towards movement as a natural and enjoyable part of daily life.
New brand created for Active Calderdale, giving the campaign and website a clear and consistent identity
Dual 70:30 engagement strategy implemented, balancing digital activity with face-to-face outreach through trusted networks
New website launched with case studies, an activity finder and practical tips to help residents move more
Dedicated resource hub developed for organisations, featuring toolkits, templates and guidance
The website work also included a full migration of more than 170 blogs and pages. We reviewed each piece of content that was migrated or refreshed, with SEO best practice and a UX review. This made the new site easy to navigate and easier to find.
Campaign creative produced, including posters, digital animations and three new photography galleries
Short campaign film produced, featuring organisations and priority audiences, showing movement in many forms
Toolkits and Canva templates created and distributed to partners to keep messages consistent across Calderdale
Testimonials
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