For example, the landing page descriptor could be ‘Out of the armchair and into good health. 10 minutes of exercise a day, for a longer, healthier, more sociable life’ Rather than something more formal that might be used for the press release or with professionals: ‘10 Today aims to increase physical activity amongst older people across the country, helping to reduce social isolation and improve the physical and mental wellbeing of participants – all starting with 10 minutes of exercise.’ For our website Our website will have a mix of audiences, many of who will be members of the Anchor community and their children. Think friendly rather than corporate speak. What language would you use if you were showing a family around a new development? When introducing residents and potential residents to a new brand activity such as ’10 Today’ – emphasise the emotional benefit. Journalist-style headlines work. Brevity helps with clarity and increases engagement!
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