Miri Buac

Youth Sport Trust appoints Stand Agency for social and content campaign

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National children’s charity, Youth Sport Trust has appointed Stand Agency to build a social and content communications campaign for its School Games project. Stand Agency will work with influencers and young people to encourage 14-16 year olds to be more active.

The Youth Sport Trust is a charity on a mission to improve children’s lives through sport. It believes that every child has the right to be physically active through high quality PE and school sport, with a huge body of evidence showing it has the power to improve young people’s health, wellbeing and potential in life. Through more than 20 years of expertise and partnerships with schools the Youth Sport Trust has developed unique solutions to maximise the power of sport to shape young people, improve wellbeing and enhance life chances.

The School Games, which is funded by Sport England and delivered by the Youth Sport Trust, is a programme which aims to keep competitive sport at the heart of schools and provide more young people with the opportunity to compete and achieve their personal best. The vision of the Games is that by 2020 the programme will be continuing to make a clear and meaningful difference to the lives of even more children and young people.

This campaign is a chance to test innovative ways to reach young people and get them active on their own terms. The campaign aims to get peers to challenge and encourage each other to improve their fitness.

Laura Oliphant, MD of Stand Agency said:
“We’re really pleased to partner with Youth Sport Trust on this important campaign. Although we are asking young people to get off their phones and be more active, we can’t ignore the power social media has in influencing them. This gives us the opportunity to seek out the power of sport in the digital world.”

Glen Harrington, School Games Communications Officer at Youth Sport Trust states:
“Working with Stand Agency to develop innovative ways to talk to young people comes at an exciting time in the digital age. It’s a great step to ensure we’re leading the conversations around young people’s health and wellbeing, and we’d like to see what this project can teach us about interacting with them online.”

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