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Sport England launches #ReturnToPlay campaign after easing of lockdown measures

Upon the resumption of grassroots sport in England, Sport England have launched the #ReturnToPlay campaign.


The campaign has been formed to inspire the nation to be active and get involved with sport. The campaign is being run by marketing agency Cake, who have helped to produce a series of films to launch the initiative.


With the roadmap out of lockdown fully detailed and laid out by the government, the film series will look to remind people of the passion in sport, alongside the emotional and physical benefits of exercise, which may have been lost throughout the last 12 months.


The first of the films was launched this week, titled Return to Play – We’re ready, when you are, which focuses on breaking down barriers to participation and inspires people across England to get back to the sport and activities they enjoy.


“After such a tough year, we want everyone to be able to feel the benefits of playing sport and being active and the next few weeks and months are crucial as the nation takes its first steps into recovery,” said Ali Donnelly, Executive Director of Digital, Marketing and Communications at Sport England.


“Our response to help people get back to the activities they love needs to both inspire and assure them, and Cake’s approach struck this balance perfectly and complements all our other work on this front.


Rosie Holden, Managing Director, Cake, added: "At Cake we understand the power sport and physical activity has to transform lives, and the significant role it plays in society. Every one of us is feeling the impacts of COVID-19 and the uncertainty that comes with it. As a result, keeping active has never been more important for our physical and mental health.


“We’re excited to be working with Sport England to encourage and reassure people back to sport and physical activity."




Author: Jake Wilkin