Social marketing is designed to create positive social change rather than promote a product or brand. It uses traditional marketing techniques to raise awareness of an issue and encourage people to change their behaviours e.g stop smoking.
JU:MP stands for Join Us: Move, Play and the name and brand was co-created with the target audience along with a strategic plan, integrating behavioural insight and lived experiences for cultural relevance. Guided by the Transtheoretical Model of Change, human-centred design and social marketing principles, it amplified marginalised voices, built trust, and remained agile through challenges like COVID-19. Four campaigns, designed by Magpie and delivered across the whole system, helped overcome behavioural barriers.
For JU:MP, social marketing played a crucial role in inspiring children, young people, and families to be more active. It does this by showing real families having fun while moving and playing together, making it easy to see the benefits of being active.
We’re competing with cars instead of walking to school, screen time instead of outdoor play, and sedentary habits instead of movement. When you consider the millions spent on marketing cars, screens, and sofas, the challenge is clear—we need to make being active just as desirable. Social marketing provided the ‘glue’ of JU:MP, linking together campaigns and principles across the programme.
Magpie is a creative behaviour change agency that designs social marketing campaigns and interventions to inspire communities to live healthier, happier lives. The team at Magpie originated the JU:MP brand and social marketing strategies, these were informed by a team of health and behaviour change specialists, community engagers, and creative designers. Magpie has been a dedicated partner of JU:MP since 2019.
From the North Bradford pilot, you can find information about the following campaigns and download example resources:
These campaigns engage families all year round, using insight, co-creation, and evaluation to make physical activity a natural part of everyday life.
At the time of writing, JU:MP has engaged 22,002 people (reaching 11,554 children through 10,448 parents) and this workstream has contributed to achieving the impressive results particularly beyond school. The campaigns reached, supported and inspired Bradford families to move and play:
The ‘people like me’ approach is at the heart of JU:MP’s success, using social modelling to create relatable and inspiring role models within communities. When families see people who look like them, live in their neighbourhoods, and share similar experiences being active and having fun, it normalises movement and makes it feel more achievable. By showcasing real families, children, and community members engaging in JU:MP activities, we reinforced positive social norms and encourage others to follow suit. This method is backed by behavioural science, which shows that people are more likely to adopt new behaviours when they see others, especially peers or people they identify with doing the same. Through authentic storytelling, local champions, and visible participation, JU:MP fosters a sense of belonging, motivation, and empowerment, making physical activity an everyday choice for families across the community. To implement the ‘people like me’ approach across all five campaigns, Magpie supported JU:MP partnership to establish a network of true JU:MP campaigners who have been given the social marketing campaign tools and training to start a JU:MP legacy. This empowered them to encourage families to join the JU:MP movement and receive the monthly JU:MP newsletter with what’s on, top tips, challenges to do as a family and automatic entry to seasonal free prize draws.
The team at Magpie are available to consult on launching JU:MP in other areas nationally, providing expert social marketing, behavioural science, and community collaboration training and knowledge transfer to inspire active, healthier communities.
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