Made To Move
From working with Harry Kane and Anthony Joshua to developing a Lucozade Sport app, our Made to Move campaign set an ambitious target of getting one million people moving more by 2020.
Moving On Fitness
In 2016, Lucozade Ribena Suntory announced two campaigns aimed at unlocking healthier lifestyles. Through the power and reach of Lucozade Sport, we invested £30 million in our Made to Move platform, inspiring the public to get active. We also established a ‘Movement Fund’ to help disadvantaged 16-24 year olds use sport as a way to improve their lives, no matter their circumstances. Every step forward has been hard-fought but hugely successful.
Moving On Fitness
In 2016, Lucozade Ribena Suntory announced two campaigns aimed at unlocking healthier lifestyles. Through the power and reach of Lucozade Sport, we invested £30 million in our Made to Move platform, inspiring the public to get active. We also established a ‘Movement Fund’ to help disadvantaged 16-24 year olds use sport as a way to improve their lives, no matter their circumstances. Every step forward has been hard-fought but hugely successful.
To date - and nearly eighteen months early -
we’ve got more than
one million*
people moving more.
*all figures accurate as of June 30th 2018.
Made To Move
From working with Harry Kane and Anthony Joshua to developing a Lucozade Sport app, our Made to Move campaign set an ambitious target of getting one million people moving more by 2020.
To date - and nearly eighteen months early -
we’ve got more than
one million*
people moving more.
*all figures accurate as of June 30th 2018.
To date - and nearly eighteen months early -
we’ve got more than
one million*
people moving more.
*all figures accurate as of June 30th 2018.
Made To Move Mobile App
What is it?
Our Made to Move app syncs with Android and iPhone smartphones to clock the number of steps - or rides, swims and distance covered in a wheelchair re-calculated back into steps - users are doing. For every 5,000 steps made, ‘movers’ are entered into a daily prize draw. Those who manage 5,000 steps three times in one week are automatically entered into a major weekly competition with holidays and money-can’t-buy prizes up for grabs.
The app is one of our most effective tools for getting people exercising – personal challenges, badges, nutrition, training advice and a healthy serve of competition spurs movers to push on and move more.
Made To Move Mobile App
What is it?
Our Made to Move app syncs with Android and iPhone smartphones to clock the number of steps - or rides, swims and distance covered in a wheelchair re-calculated back into steps - users are doing. For every 5,000 steps made, ‘movers’ are entered into a daily prize draw. Those who manage 5,000 steps three times in one week are automatically entered into a major weekly competition with holidays and money-can’t-buy prizes up for grabs.
The app is one of our most effective tools for getting people exercising – personal challenges, badges, nutrition, training advice and a healthy serve of competition spurs movers to push on and move more.
Made To Move Mobile App Achievements
Made To Move Mobile App Achievements
135 Million
total steps
97,000
app downloads
9,000
app sessions on average per week
10.5 million
million metres swum
576 million
million metres cycled
Ranked in
Apple’s top 10 Health & Fitness apps
Former number
#1
Google Play app
5,423 challenges completed
(new feature launched in 2018)
261,986
badges won
£90,000
worth of prizes given away
Key Movement Partners
We’ve teamed up with a number of leading fitness influencers and organisations to reach and inspire as many people to move as possible.
Key Movement Partners
We’ve teamed up with a number of leading fitness influencers and organisations to reach and inspire as many people to move as possible.
Emily Skye
Emily Skye, a leading fitness influencer, created bespoke workout videos - getting 30,000 women in the UK aged 16 and over moving.
Anthony Joshua
Boxing superstar Anthony Joshua led a special public session at the Olympic Park in January 2017 to launch our partnership with Our Parks, where over 400 people joined him to punch and kick their way through his masterclass.
Our Parks
Free community exercise classes across London. 37,000 people jumped on board in 2017 and 2018 is set to provide a further 100,000 free to access movement opportunities in spaces across the capital.
Harry Kane
We partnered with The FA to give members of the public the chance to play football with Tottenham and England striker Harry Kane at Powerleague Vauxhall, with our collaboration successfully used to promote the free pitch hours.
Powerleague
Lucozade Sport delivered 87,789 movers by giving away 8,000 free pitch hours at Powerleague sites across the UK.
Tough Mudder
In 2017, Lucozade Sport’s digital workout series #WorkoutWednesday partnership with Tough Mudder got an extra 66,000 muddy movers moving
London Marathon
Lucozade Sport and Strava gave 40,000 people a shot at winning a place in the Virgin Money London Marathon by running 5k. The total distance run by entrants was almost enough to get to the moon and back!
Emily Skye
Emily Skye, a leading fitness influencer, created bespoke workout videos - getting 30,000 women in the UK aged 16 and over moving.
Anthony Joshua
Boxing superstar Anthony Joshua led a special public session at the Olympic Park in January 2017 to launch our partnership with Our Parks, where over 400 people joined him to punch and kick their way through his masterclass.
Our Parks
Free community exercise classes across London. 37,000 people jumped on board in 2017 and 2018 is set to provide a further 100,000 free to access movement opportunities in spaces across the capital.
Harry Kane
We partnered with The FA to give members of the public the chance to play football with Tottenham and England striker Harry Kane at Powerleague Vauxhall, with our collaboration successfully used to promote the free pitch hours.
Powerleague
Lucozade Sport delivered 87,789 movers by giving away 8,000 free pitch hours at Powerleague sites across the UK.
Tough Mudder
In 2017, Lucozade Sport’s digital workout series #WorkoutWednesday partnership with Tough Mudder got an extra 66,000 muddy movers moving
London Marathon
Lucozade Sport and Strava gave 40,000 people a shot at winning a place in the Virgin Money London Marathon by running 5k. The total distance run by entrants was almost enough to get to the moon and back!
Made To Move: Our Next Steps
As of July 2018 we have already exceeded our aim of getting one million people moving more. But we’re not going to stand still.
What’s next?
We will continue to motivate people and generate movers.
Crucially, with our learnings and success we think we can support others in making strides in this area. We know we have a great app that is proven to motivate, and we’re determined to put it to work for everyone.
We’re building partnerships with some of the country’s biggest employers to stir up a competitive spirit between their employees to get them moving, again and again.
Look out for news in the coming weeks as we work on widening participation and creating a legacy that builds on all that we’ve achieved so far.
Made To Move: Our Next Steps
As of July 2018 we have already exceeded our aim of getting one million people moving more. But we’re not going to stand still.
What’s next?
We will continue to motivate people and generate movers.
Crucially, with our learnings and success we think we can support others in making strides in this area. We know we have a great app that is proven to motivate, and we’re determined to put it to work for everyone.
We’re building partnerships with some of the country’s biggest employers to stir up a competitive spirit between their employees to get them moving, again and again.
Look out for news in the coming weeks as we work on widening participation and creating a legacy that builds on all that we’ve achieved so far.
Methodology On Made To Move
Our Made to Move campaign aims to get people moving, and we’ve taken our pledge to encourage activity and a healthier nation seriously. We’re keeping things honest and accurate with ‘movers’ only qualifying if they pass our strict criteria. You can read in full detail how we’re doing this here.
Methodology On Made To Move
Our Made to Move campaign aims to get people moving, and we’ve taken our pledge to encourage activity and a healthier nation seriously. We’re keeping things honest and accurate with ‘movers’ only qualifying if they pass our strict criteria. You can read in full detail how we’re doing this here.
Measuring Made to Move 'Movers'
Getting 1,000,000 people moving more by 2020 is hugely ambitious and to make things harder, we’ve imposed tough controls. We want to reach our target fairly.
Whether we’ve got people moving in person through workouts, live events and free access to football pitches or digitally with educational video content and training plans, our rules and controls ensure fair competition and accurate measurement.
The guidelines we’ve set are;
All movers must be unique, aged 16+ and based in the UK
The activity a mover takes must be vigorous activity (in line with the NHS’s guidelines)
Where people are moving at an event, independent auditors verify figures
Where people are moving digitally, we calculate total numbers rigorously in line with the analytics platform available,
Only counting views that last for a sustained period of time (removing incidental viewers)
Down-weighting subsequent video views in a content series (removing duplicate movers)
Example maths
We registered 24,000 unique video views on a piece of workout content.
But, only 23% of people watched at least 50% of the content giving us 5,520 movers
And only 46% of this number engaged with the content (like, share, retweet) after watching it, leaving us with 2,539 unique movers
Movement Fund
LRS’s Movement Fund kicked-off in 2018. This fund is being handed out to a charity partner over three years to make a significant impact on people’s lives through sport.
We are delighted to announce that, in partnership with Active Communities Network, we launched B Active.
Movement Fund
LRS’s Movement Fund kicked-off in 2018. This fund is being handed out to a charity partner over three years to make a significant impact on people’s lives through sport.
We are delighted to announce that, in partnership with Active Communities Network, we launched B Active.
Who is Active Communities Network?
Active Communities Network (ACN) is a sport for development charity which uses sport and exercise as a route into education, training and employment.
What’s B Active?
The programme gives young people across the UK access to sports and physical activity, regardless of financial circumstance.
The programme is being rolled out in five regions - London, South Wales, Belfast, Manchester and Hull and will improve the wellbeing and future prospects of young people whose situations could prevent them from engaging in a more active, healthy and productive lifestyle.
The LRS Movement Fund is also funding an academic partner to carry out a three-year study that will closely examine behavioural change over this period.
Read more on ACN’s website here.
Recruitment
Volunteer youth workers will be recruited and trained to help deliver a tailored programme. The sessions are likely to include a number of physical activities as well as opportunities for sessions on nutrition, mental health and wellbeing.
Volunteers of the programme will achieve both accredited and non-accredited qualifications throughout the programme which will assist future development for themselves and their communities.
What are the benefits for our participants?
Better physical health
Better wellbeing and levels of self-efficacy
Increased and sustained levels of participation in physical activity
Greater aspirations
Improved skills and knowledge applied through volunteering and social action
What are the benefits for our participants?
Better physical health
Better wellbeing and levels of self-efficacy
Increased and sustained levels of participation in physical activity
Greater aspirations
Improved skills and knowledge applied through volunteering and social action
"Our new partnership with LRS is a coming together of a charity and a company that have a shared commitment to sport and physical activity as a driver of personal and social development for people and communities. In working together we will create new opportunities for participation, new coaches and community activators and create healthier and more connected communities across Britain and Northern Ireland, especially in those communities where opportunities are limited and young people face significant challenges. We look forward to demonstrating this impact in the coming years.”
Gary Stannett MBE
Chief Executive,
Active Communities Network
“The B Active programme means a lot to me. Not everyone has the money to go to the gym so an initiative like this helps me stay healthy and stay out of trouble. The session is important within my community as it gives people an opportunity to come together and it’s not just about the fitness as you come here and can meet new people, engage and most importantly have fun.”
Michael Kuku
B Active ambassador
Active Communities Network
The LRS Movement Fund is also funding an academic partner to carry out a three-year study that will closely examine behavioural change over this period.
Visit www.activecommunities.org.uk/b-active for more on the programme.
Who is Active Communities Network?
Active Communities Network (ACN) is a sport for development charity which uses sport and exercise as a route into education, training and employment.
What’s B Active?
The programme gives young people across the UK access to sports and physical activity, regardless of financial circumstance.
The programme is being rolled out in five regions - London, South Wales, Belfast, Manchester and Hull and will improve the wellbeing and future prospects of young people whose situations could prevent them from engaging in a more active, healthy and productive lifestyle.
The LRS Movement Fund is also funding an academic partner to carry out a three-year study that will closely examine behavioural change over this period.
Read more on ACN’s website here.
Recruitment
Volunteer youth workers will be recruited and trained to help deliver a tailored programme. The sessions are likely to include a number of physical activities as well as opportunities for sessions on nutrition, mental health and wellbeing.
Volunteers of the programme will achieve both accredited and non-accredited qualifications throughout the programme which will assist future development for themselves and their communities.
What are the benefits for our participants?
Better physical health
Better wellbeing and levels of self-efficacy
Increased and sustained levels of participation in physical activity
Greater aspirations
Improved skills and knowledge applied through volunteering and social action
What are the benefits for our participants?
Better physical health
Better wellbeing and levels of self-efficacy
Increased and sustained levels of participation in physical activity
Greater aspirations
Improved skills and knowledge applied through volunteering and social action
"Our new partnership with LRS is a coming together of a charity and a company that have a shared commitment to sport and physical activity as a driver of personal and social development for people and communities. In working together we will create new opportunities for participation, new coaches and community activators and create healthier and more connected communities across Britain and Northern Ireland, especially in those communities where opportunities are limited and young people face significant challenges. We look forward to demonstrating this impact in the coming years.”
Gary Stannett MBE
Chief Executive,
Active Communities Network
“The B Active programme means a lot to me. Not everyone has the money to go to the gym so an initiative like this helps me stay healthy and stay out of trouble. The session is important within my community as it gives people an opportunity to come together and it’s not just about the fitness as you come here and can meet new people, engage and most importantly have fun.”
Michael Kuku
B Active ambassador
Active Communities Network
The LRS Movement Fund is also funding an academic partner to carry out a three-year study that will closely examine behavioural change over this period.
Visit www.activecommunities .org.uk/bactive for more on the programme.