England Athletics

National #gocoach campaign to attract 10,000 new athletics coaches

England Athletics briefed us to help address some of their key challenges – with more volunteer coaches essential for the future of the sport. In response we developed the #gocoach campaign, promoting the many benefits for volunteer coaches and signposting potential coaches to sign up for courses.

We knew that a household name would ensure media cut through, drive coverage and encourage more people onto the coaching pathway. Working with England Athletics, we were able to recruit the extraordinary Dina Asher-Smith and her longstanding coach, John Blackie, to front the #gocoach campaign.

They were the main faces of the entire campaign – featuring in the video content we produced, driving social media engagement and talking to the media. This campaign resonated well with England Athletics’ broad target demographic and has already encouraged thousands of new people into the sport.

To see more

200

Pieces of coverage

80%

Uplift in course bookings

949

New coaching courses booked

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