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Using the power of Star Wars to get kids active

A 23red partnership case study

 
 
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The idea:
Train Like a Jedi with Star Wars and Change4Life

In collaboration with: OgilvyOne / MEC / M&C Saatchi / Freud Communications / Carat and Kantar


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We created a holistic, unified campaign with multiple touch points both in school, in the community and at home that can be delivered during term time and school holidays.

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The Resistance needs you!

To launch the campaign, Double Taekwondo Olympic Gold medalist Jade Jones became the face of a Train Like a Jedi play-along video. This fun and engaging film got children practising the moves before the summer holidays.

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To drive to the Train Like a Jedi film we inspired our audience through the powerful narrative themes inherent in Star Wars, whilst also making sure our messages related to physical activity.

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The film, developed by specialist company AI, was also used for physical activity classes in schools.

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The adventure didn’t end there

Once children knew the moves and the summer holidays began, we got them active and kept them moving by working with 44 different physical activity delivery partners.

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Our customised event kits for Local Authorities, UKActive and SportEngland made it easy to deliver fun and engaging Train Like a Jedi activity.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus pulvinar neque eu tortor vulputate consectetur sed sed nunc. Nam faucibus tincidunt elit eu feugiat. Duis consectetur orci sit amet purus tristique, non tempor dolor maximus. Proin in nibh in nunc ornare cursus ac sit amet sapien. Donec sollicitudin augue justo, gravida porttitor massa suscipit a. Duis eu lectus ullamcorper augue feugiat eleifend sit amet at ipsum. 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus pulvinar neque eu tortor vulputate consectetur sed sed nunc. Nam faucibus tincidunt elit eu feugiat. Duis consectetur orci sit amet purus tristique, non tempor dolor maximus.