Why sport is so good for managing stress
Engaging a B2C sporting audience
Sport plays key role in stress management campaign
Golf, rugby, fitness and even the importance of spectator sport on mental wellbeing played a role in Sporting Eric’s ongoing stress care campaign for global health solutions company Cigna.
Sporting Eric has been working with Cigna for four years, helping to deliver multi-platform content across its B2B and B2C platforms for a global market. The past year of lockdown has seen Sporting Eric significantly increase its work for the Fortune 500 brand, with a big focus on ‘whole health’ which considers all factors that may impact on well-being, from the mental and physical to considerations such as employment and finance.
The content has covered everything from new ideas for working from home to how to stay motivated, fit and healthy during the pandemic. Sport has played a key role in the content, including an at-home, bodyweight fitness video series with England Rugby World Cup winner Vicky Fleetwood; a look at why golf is such a good sport for helping with stress; a motivational series with ultra-marathon Guinness World Record holder Rory Coleman; and a long-read on the importance of spectator sport to mental well-being including an interview with eSport psychologist and Sporting Eric client Mia Stellberg. “The content has been really well received and thought-provoking,” explains Alex Mead, who led the content project for Sporting Eric. “We’ve delivered inspiration at times when people have really needed it, from the home fitness sessions with Vicky earlier in the pandemic to the motivational series with Rory later on – we’ve aimed to ensure the message reflects the mood of the audience when they receive it and, more importantly, delivering valuable, insightful content at the same time.
“It was important to acknowledge the importance of sport to the spectators too, looking at what that sense of belonging and unity means to those individuals that passionately follow sport: whether it’s going to live games, heading to the pub to watch it with friends or just the common bond you get from interacting with friends when it’s on television. Our content has covered the complete spectrum of involvement to help reach the Cigna audience.”
The content was part of Cigna’s Check-in campaign, encouraging individuals to not only ensure they support friends, family and colleagues in difficult times, but also take time to ‘check-in’ on their own well-being.