Root & Vitality Launch #wheresyourwicket

Vitality has launched its new social campaign with ambassador Joe Root, producing a series of short episodes where he demonstrates cricket drills that can be performed using everyday objects and in everyday surroundings such as the park or back garden.

The episodes aim to motivate the public to take steps towards lifelong wellness using the facilities and equipment readily available to them, highlighting how people can be active through cricket.

The Joe Root social initiative supports Vitality’s nationwide ‘Everyday Athlete’ campaign which aims to inspire people to make small changes to everyday behaviour to realise long term health improvements.

The next two episodes are due to go live over the coming weeks via Root’s Twitter account and will be supported by the #WHERESYOURWICKET social competition where Joe and Vitality are encouraging people to get out and play cricket with friends and family. The social competition, hosted on Joe’s Twitter, challenges the public to submit images of themselves playing cricket with the campaign hashtag, to be in with the chance of winning prizes such as Joe Root signed bats and tickets to an England cricket match.

Joe Root, England cricketer and Vitality ambassador said: “I’m really excited to collaborate with Vitality on the #WHERESYOURWICKET campaign. Vitality shares my belief that everyone can take small steps today to dramatically improve their wellbeing over the long-term, regardless of their current state of health. I’m looking forward to seeing the entries and continuing to encourage the UK to play cricket and make positive lifestyle changes.”

Nick Read, commercial director, Vitality said: “Joe is one of the world’s top sportsmen and is an inspiration to people of all ages. We are delighted to join forces with Joe on this campaign as he shares our passion for healthy living and will help us encourage and motivate people to be active in a really fun and engaging way.”