In the latest Beyond the Noise podcast, PRWeek chats to the nation’s PE teacher Joe Wicks and explores the state of influencer marketing, The Body Coach’s ‘Activate’ campaign, and the impact of HFSS regulation on brand campaigns.

On this week’s episode, PRWeek UK deputy editor Siobhan Holt and deputy news editor Evie Barrett are joined by Joe Wicks, fitness coach, author and social media star; and Julia Bainbridge, partner at Freuds Group, who leads the health and behaviour change unit.

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

In the episode, Wicks and Bainbridge, who partnered with the UK Government to create the ‘Activate’ campaign, explain how the collaboration began and share insights into the national campaign.

They examine the shifting landscape of influencer marketing, and reflect on the long-term goals and broader implications for health communications.

The guests also address Wicks’ recent ‘Killer Protein Bar’ stunt in collaboration with Channel 4, and analyse the impact of HFSS regulation on brand campaigns and partnerships.

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