Aviva enlists Mr Motivator for LGBT campaign

27 Nov 2019

By: Sport Industry Group

To mark the start of LGBT rights charity Stonewall’s Rainbow Laces campaign, Aviva surprised employees in its City of London office with a flash workout session from 1990s fitness icon Mr Motivator.

Responding to research that 4 in 10 LGBT people feel sport isn’t welcoming or inclusive, the brand enlisted the 67-year-old to conduct a fitness class on the piazza outside Aviva’s office to help celebrate the company’s ‘Come Out Active’ week.

Aviva is a founding member of Stonewall’s ‘Team Pride’, a group of brands including the Premier League, Sky Sports and Coca-Cola who are committed to making sport more inclusive. The insurance brand kicked off its campaign with a series of fitness classes around 13 of its UK offices.