Run by Community Leisure UK and Bigwave Media, the campaign aims to raise awareness of the role of local trusts in keeping local communities healthy and happy.

Through ongoing research and feedback from Community Leisure UK member trusts, the campaign concept has been developed to motivate members to unlock the ‘keys’ to health and happiness by experiencing the array of services provided by their local charitable trust.

As well as focusing on customer retention, the campaign aims to attract new members to their local charitable trust by bringing to light the positive impact in which exercise has on physical and mental health – especially during a time of Covid-19.

The campaign also aims to educate the public about the benefits of the trust model while delivering a commercial message and return for trusts within their communities.