06 Jul 2022

By: Sport Industry Group

The Royal & Ancient Golf Club of St Andrews (R&A) has launched a new animated health campaign - created by London-based sports, fitness and wellbeing creative agency, MATTA - to encourage people to play golf to improve their health and lifestyle.

The new global project, ‘Golf is Good’, is being piloted in Wales in partnership with Wales Golf - building on recent scientific medical research, to promote the health and wellbeing benefits of playing the sport, through creative storytelling.

Using an animated film, produced by London-based animation studio Ritzy Animation, the campaign tells the story of how three characters from different backgrounds are inspired to give golf a try, and subsequently go on to reap the mental, physical and social benefits - with research revealing that golfers, on average, live five years longer than non-golfers.

The initiative, endorsed by the British Heart Foundation, respected medical professional Dr Andrew Murray and The University of Edinburgh, will run across Wales this summer, ahead of a wider global roll-out, to encourage new and lapsed golfers into the sport.

Matt Hunt, Executive Brand & Strategy Director at MATTA, said, “The interesting challenge in this brief was to present the huge variety of ways in which golf can improve your health, in a manner that will connect with a varied and international audience. We proposed animation because it has that power to engage people around the world - both emotionally and rationally - and we’re so excited to see how far these characters will go in spreading the word about golf’s remarkable health benefits.”

Phil Anderton, Chief Development Officer at the R&A, said, “We’re delighted to be activating this pilot health campaign in Wales this summer before it is rolled out internationally.

Having undertaken research among golfers and non-golfers, we found that golfers were aware of some of the sport’s health benefits – but not all. Once we told them that the sport has been medically endorsed, their intent to play more golf went up significantly. We also found non-golfers and lapsed golfers were motivated to get into the sport.

We have therefore sought to create a high-quality campaign that talks directly to golfers and non-golfers through various communication channels to encourage people to play the sport.”