S4C Ffit Cymru

Background

With research from the National Survey for Wales showing that 60% of adults in Wales are overweight, and 1 in 4 obese, S4C commissioned this new TV programme to encourage and support the people of Wales in getting fit and healthy.

The Brief

jamjar worked with S4C, and the production company Cwmni Da, to recruit five people to take part in this new TV programme – Ffit Cymru. Over the course of 8 episodes the five participants were supported by a professional personal trainer, dietician and psychologist to overhaul their lifestyles for the better.

Once the show’s participants were recruited, our job moved onto promoting the new series to attract viewers, charting the success of the five participants, and encouraging the people of Wales to follow the diet and fitness plans in their own lives.

What we did:

• Stakeholder engagement
• Social media content creation – including videos and photography.
• Social media management – including post scheduling across all channels.
• Media relations – including PR briefs, news stories and advertisements.
• Print and Digital Design – including posters and social graphics.

Results

• Over 200 people applied to be on the show, 14 hopefuls were put through an assessment day and five participants chosen
• 187,899 website page views of which 47,530 views were of the healthy recipes and fitness plans
• 1.8m social media impressions
• 31.3k social media engagements
• 17m media reach
• The series was one of S4C’s most popular shows in 2018 resulting in Cwmni Da being commissioned for a second series.