Reima’s One Million Hours of Joy Campaign

December 14, 2017
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Imagine the difference you could make with one million hours. In the case of Finnish children’s wear brand, Reima, it’s the key to their Kidventure Challenge, which they asked Spring PR to publicise this autumn.

The campaign aims to get children around the world outside, moving more by encouraging them to log their active hours online. It’s all in a bid to reach one million hours by the end of 2017 and achieve a healthier, happier generation.

Media Relations

Spring began by organising and managing Reima’s Kidventure launch event this October at Snow+Rock Covent Garden; to which we invited guest speakers Dr Steve Mann from ukactive and Andrew Denton from the It’s Great Out There Coalition.

Journalists from across the media spectrum attended, including the Telegraph Ski and Snowboard magazine, Ski Club, National Geographic Traveller and Family Traveller. Alongside key freelancers and bloggers.


The Kidventure project began this spring, when Reima donated 70 ReimaGO activity trackers to Hafren Junior School in Wales, to influence the activity levels of their years 5 and 6 pupils in a pilot study.

The results were astonishing. After just six weeks the children had averaged 450 hours of activity each week, or 22 hours per child per week. And during their best week, they clocked up a massive 882 hours – or 28 hours per child. That’s four hours a day each on average.

Video Production

To celebrate this achievement, Spring suggested producing a video for social media and Reima’s website showcasing the results. We managed the entire process of video production from script writing and research, to hiring and briefing a local cameraman and coordinating re-edits. You can see the finished version here:


Spring also managed Reima’s “Influencers” project, by researching and sourcing a collection of parenting bloggers to help drive traffic to the Reima Kidventure site and increase the UK’s logged active hours. Each of our bloggers posted their own individual stories about encouraging their children outside, and publicised them on their own social media channels. Including Father Fitness, The Olivers’ Madhouse and The Parent Game. This campaign reached tens of thousands of parents and carers online, the prime audience for such a campaign.

Industry contacts

We have also worked further with both of our original guest speakers, IGOTCo and ukactive, both of whom have since agreed to publicise the campaign to their own members and contacts and help further the project next year.

Andrew Denton, Secretary General of It’s Great Out There Coalition, said, “The UK Government is very much behind initiatives like Reima’s which encourage children to be as active as possible outdoors. IGOTCo works with the Department of Health, and the European Union, to try and affect the inactivity epidemic we’re currently facing.”

Dr Steven Mann, ukactive Research Director, said: “We need to harness our love of technology and re-engineer it so that it encourages people to be more active, rather than less.”

The Reima Kidventure campaign represents a full package of services which Spring PR is able to offer, including public and media relations, advertising spend, marketing and social media.