Young people in Utrecht #beterinbeweging

There is no shortage of sports on offer in Utrecht, but there is a shortage of young people who participate. It's up to us to draw attention to the sports offer and to enthuse them for SportUtrecht's special Exercise Week.

Unfortunately, exercising after school or going to a sports club is not for every young person. And that is often not their choice. Especially not in the Overvecht, Kanaleneiland and Leidsche Rijn districts. For many reasons, such as cultural and ethnic background, the smartphone and financial barriers, these young people hardly move. That needs to change, says SportUtrecht. With the initiative De Bewegweek, young people were able to get acquainted with the sports offerings in the district for free. And how!

Assumptions are the mother of all screw ups. We started with a target group analysis: what motivates young people not to exercise and exercise in this case? What are the needs? And how can we reach them? This showed that the nearby social environment such as family, friends, familiar faces and activities in the neighborhood have a major influence on sports and exercise participation. And that they mainly use Snapchat and Instagram.

Time to put the findings into practice. During the campaign, young people were directly addressed by their role models and peers via eye-catching posters and shelters in the neighborhood, on social media and WhatsApp. The SportUtrecht network was also called up to highlight the sports offer. I'm looking for you! Let's move.

By keeping the campaign personal and close to home, young Utrecht came into contact with the range of exercise in their neighborhood. The result:

• Lots of sweat!
• No less than 190,500 young people reached via Instagram and Snapchat.
• The PR package has been deployed en masse by Utrecht sports providers.
• SportUtrecht (with their new branding) has been put on the map in a fresh and innovative way.
• Sports clubs that are already signing up for next year.

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