In the run-up to the UK political party conference season, Community Leisure UK (CLUK) and Everybody Health & Leisure had a shared ambition: to reposition community leisure.
Not as a nice-to-have service, but as something essential to economic growth, public health and strong local communities.
At the same time, Everybody needed a campaign that could celebrate people at its annual Awards, in a room filled with MPs, councillors, partners and local champions.
Two organisations.
Two audiences.
One shared focus.
The work needed to support two distinct campaigns:
- A policy-facing campaign led by CLUK
- A public-facing campaign led by Everybody
Each needed its own voice, but both had to tell a consistent story about the value of community leisure. We developed a shared content platform that could be adapted into two separate campaigns.
CLUK
Supporting Local. Strengthening National.
Healthy Bodies Create Healthy Economies.
Everybody Health & Leisure
Do It For You. Do It For Them.
The solution
Community leisure is often undervalued because its impact is hard to see. It supports health, jobs and local economies, but rarely gets told as one clear story. To shift perception, we focused on showing that connection through real people.
We built a campaign around real stories and real places. At its core were eight interview-led films featuring staff and suppliers, supported by drone footage to give scale and context.
Around this, we created a flexible set of assets including a hero film, social content, infographics, print materials and a landing page. Each piece worked across both audiences, from MP briefings to the Everybody Awards.
A clear tone
Across everything, the tone stayed consistent:
Uplifting, optimistic and confident, focused on people and possibility with a clear sense of momentum and call to action.
For Everybody, the message is personal:
Do it for yourself. Do it for others.
For CLUK, it scales up:
Support local. Strengthen national.
The result
The campaign brought together a film-led content suite including eight interviews and drone footage, supported by social content, infographics, printed materials and a dedicated landing page, all built on a clear strategic and messaging platform.
It featured at the Everybody Awards and formed part of CLUK’s MP briefings ahead of conference season, giving both organisations a joined-up, reusable way to communicate their impact.
Most importantly, it helped shift how community leisure is seen – not just as a service, but as something that supports both local communities and the national economy.
“Contributing to the national conversation about the charitable trust model is incredibly important to us. We’ve built a fantastic working relationship with both CLUK and Bigwave – both partners allow us to work with agility, without ever compromising on quality. They are partners that truly can be trusted.”
– Liam Ormonde
Senior Marketing & Communications Manager, Everybody Health & Leisure
“We’re fortunate to have Big Wave Marketing as our Business Partner; always flexible, fast on delivery & very competitive on price; client liaison and clear communications are also a huge positive.”
– Dave Taylor
Communications Manager, Community Leisure UK
