Invitation to Tender – Communications and Marketing Provider

1. Introduction

ukactive is inviting suitably qualified and experienced communications and marketing agencies to submit a tender for the design and delivery of a strategic, insight-driven national campaign to support the expansion of MSK (musculoskeletal) physical activity hubs in the community.

This programme is funded through the Joint Work and Health Directorate (JWHD) within the Department for Work and Pensions (DWP) and the Department of Health and Social Care (DHSC). It aims to expand access to community-based MSK physical activity interventions and improve uptake among individuals living with MSK conditions.

The appointed provider will play a critical role in brand development, campaign strategy, creative execution and audience engagement, ensuring the programme reaches priority populations and drives sustained behaviour change. Working to engage primarily healthcare professionals and those living with long term MSK conditions.

2. About ukactive

ukactive is the UK’s trade body for the physical activity sector, representing organisations across fitness, leisure, sport and wellbeing. Its mission is to enable more people to be more active, more often, by influencing policy, supporting members and promoting the role of physical activity in improving health outcomes.

3. Programme Overview: MSK Physical Activity Hubs

3.1 Purpose of MSK Hubs

MSK Physical Activity Hubs are community-based services that support individuals living with musculoskeletal conditions (e.g. back pain, arthritis) to increase their physical activity safely and sustainably.

This project is focused on making a real difference in the health and wellbeing of people with musculoskeletal (MSK) conditions. It aims to help reduce pain and fatigue, improve mobility, and support overall wellbeing for those affected.

A key part of this work is reaching out to people who are currently underrepresented or facing inequalities in accessing MSK support. By improving how we engage with them and ensuring they get the right help, we can make care more inclusive and effective within a community setting utilising physical activity as the mechanism for change.

The project looks to boost employment opportunities by increasing access to vocational support as part of a wider place-based system, helping more people with MSK conditions get back into work or stay in work is not only good for individuals—it benefits communities and the economy.

The project sits within a broader landscape of government-funded national programmes and complementary workstreams. The appointed agency will be expected to understand the strategic context, key interdependencies, and programme nuances to ensure the delivery of a unified and compelling narrative

3.2 Target Population

• Communities experiencing health inequalities in relation to MSK conditions
• Individuals with long-term MSK conditions
• People experiencing work-limiting health conditions
• Economically inactive populations

3.3 Role of Communications and Marketing

The campaign will:

• Increase awareness and understanding of MSK hubs across multiple audiences, Public, health care professionals and those working to support people seeking employment
• Drive appropriate referrals from across health, community and employment systems
• Support engagement and retention among target audiences whilst engaging with the programme and beyond in to sustain physical activity opportunities
• Address barriers such as low confidence, pain and lack of trust

4. Programme Aims and Objectives

The campaign aims to:

• Increase awareness and visibility of MSK hubs nationally and locally
• Drive uptake and sustained engagement in MSK services
• Support referral pathways, particularly healthcare professionals and DWP
• Reach underserved and priority populations
• Create a compelling and inclusive brand aligned with national campaigns (e.g. We Are Undefeatable)

5. Campaign Outcomes and Success Measures

The campaign must deliver against the following outcomes:

5.1 Awareness and Reach

• Increased recognition of and understanding of MSK hubs
• Effective reach into priority populations

5.2 Behaviour Change

• Increased intent to engage with physical activity services
• Reduction in perceived barriers (confidence, pain, fear, losing of benefits)

5.3 Referral and Engagement

• Increased referrals from key partners (e.g. DWP, healthcare professionals)
• Increased participation and retention

5.4 System Alignment

• Consistency with NHS, public health and national campaign messaging

6. Scope of Services

6.1 Strategy Development of a Campaign

• Evidence-informed communications strategy
• Audience segmentation and insight development
• Behaviour change approach
• Alignment to ukactive brand, objectives and narrative

6.2 Brand and Creative Development

• Inclusive, non-stigmatising brand development
• Alignment with national campaigns such as We are Undefeatable, Active 10, Moving Medicine, Physical Activity Clinician Champions and This Girl Can
• Co-production with lived experience

6.3 Content and Asset Production

• Digital and print assets for maximum impact
• Campaign toolkit for local delivery
• Video, photography and storytelling content where applicable

6.4 Campaign Delivery

• Multi-channel delivery (digital, social, PR, print, community)
• Targeted campaign activity
• Local implementation support

7. Mobilisation and Rollout Requirements

7.1 August 2026 – March 2027 – Foundation

• Brand creation and testing
• Strategy development
• Asset production
• Channel identification

7.2 April 2027 – March 2028 – Activation

• Targeted campaign pushes
• Ongoing optimisation
• Reactive campaign delivery

7.3 Alignment

• Campaign must align to MSK hub mobilisation and go-live timelines
• Provide guidance and tools for local delivery partners

8. Priority Populations and Inclusion

The campaign must effectively reach:

• Deprived communities
• Older adults
• People with multiple long-term conditions
• Diverse ethnic and cultural groups

Providers must demonstrate:

• Inclusive campaign design
• Accessible formats
• Representation of lived experience
• Focus on confidence and trust barriers

9. Integration with Health and Work Systems

The campaign must:

• Align with NHS and public health messaging
• Support referral pathways
• Engage DWP stakeholders and employment support systems

10. Deliverables

10.1 Strategic Outputs

• Communications strategy
• Brand identity and guidelines

10.2 Campaign Assets

• Digital and print materials
• Campaign toolkit
• PR and media assets

10.3 Campaign Delivery

• Multi-channel execution
• Targeted activity

10.4 Evaluation and Reporting

• Defined KPIs
• Ongoing reporting
• Final evaluation and learning report

11. Quality Assurance

Providers must demonstrate:

• Campaign governance processes
• Quality control for creative outputs
• Stakeholder sign-off processes

12. Commercial and Contractual Information

Tender responses must include:

• Full cost breakdown
• Payment structure
• Resource plan

Contract details:

• Duration: August 2026 – March 2028 – 20 months
• Option to extend if further funding is secured
• Data protection compliance

13. Evaluation Criteria

14. Submission Requirements

• Methodology & Delivery Plan
• Experience & Case Studies
• Quality Assurance approach
• Diagnostic/insight approach
• Implementation Timeline
• Costed Proposal
• Risk Management strategy
• Added Value

15. Procurement Timetable

16. Supplier Information

• Company details
• Contact information
• Key personnel

17. Reserved Rights

ukactive reserves the right to:

• Cancel the tender
• Not award
• Request clarification
• Disqualify incomplete submissions

18. Contact

All final submission and any queries relating to this ITT should be submitted via email to: kimberleywhite@ukactive.org.uk

End of Invitation to Tender