Co-op has announced multi-million investment to create free community gyms, as it launches a major new advertising campaign.
Community focused campaign
Co-op has rolled out a new £10m advertising campaign that brings together the marketing for its food, insurance and funeral care divisions. The campaign champions Co-op’s work in bringing investment into local communities, with the strapline “It’s what we do”.
The campaign will initially be launched nationally, with more local targeting to follow. Co-op will roll out 120 out-of-home executions, with locally personalised messaging and adverts in 222 cinemas showcasing local causes in the specific areas.
Championing community health and wellbeing
As well as the new ad campaign, Co-op is partnering with anti-knife crime organisation Steel Warriors to create free community gyms. The gyms are located in areas impacted by knife crime, and are made using melted down and recycled steel from knives taken off the street.
Co-op’s investment will see 20 open air gyms built across the UK, with two new gyms built this year. At these gyms, Co-op is supporting Steel Warriors with featuring gym instructors at each gym to provide training sessions, with the aim of improving physical and mental health within communities. The initiative showcases Co-op’s values and ethics, which have always been a key part of the business, and comes after the retailer stopped selling single pack knives in its stores in a move to tackle the issue of knife crime.
Steve Murrells, CEO at Co-op, commented: “Community spaces have such an important role to play in fostering community spirit and the loss of youth centres and spaces has had a negative impact. This is something unique which makes a positive difference to communities. It literally adds steel to communities which are rallying against problems like knife crime by taking the weapons off the streets and turning them into street gyms”.
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