Independent Health:

For more than a decade, Independent Health, in partnership with the YMCA, has offered Fitness in the Parks: a free summer workout series held in 20+ parks across Western New York. Designed to get the community moving, this annual program turns local green spaces into open-air gyms for thousands.

For their 14th season, Independent Health teamed up with Gelia to boost both awareness and attendance. This integrated campaign tapped into every channel: online display ads, radio/audio streaming, out-of-home emails, and a full social campaign with online videos. By the close of the three-month program, it was a certified summer blockbuster, with a staggering 21 million impressions and a 7% increase in clicks from the previous year. The strongest factor of all was attendance, with nearly 7,300 people joining a Fitness in the Parks class—bringing the 14-year total to more than 79,000 participants.

Since Gelia employed our U-Centric content strategy, refreshed assets were strategically optimized for paid and organic social platforms. The team used original footage, playful motion graphics and kinetic text to give it an innovative and exciting look. The freshly packaged content maximized reach, boosted engagement, and inspired delight in its viewers—as well as motivated them to take a Fitness in the Parks class!