PROMOTING PHYSICAL & MENTAL WELLBEING

Social media has been rife with UGC ‘challenges’ during the lockdown period, and unsurprisingly, sporting ones have gained plenty of traction too.

The #StayAtHome challenge, where users juggle a toilet roll in the style of a football, has seen players and fans alike get creative as they take on the task. Lionel Messi, Paul Pogba and Felipe Melo are amongst the most noteworthy in a trend that has attracted millions of attempts.

Led by Sports Personality of the Year Ben Stokes, the #BringSallyUp challenge tests the participant’s press-up abilities –while Danny Care and other rugby players have been taking on classic music video dances.

Away from challenges, NBA star Steph Curry held an Instagram Live session with Dr Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases, to help counter misinformation about the outbreak. The 28- minute conversation, helping inform Curry’s 30m-strong Instagram audience, has already been called the most significant act of his career.

Another basketball player who took to Instagram was DeMar DeRozan. NBA handed its corporate account over to the Spurs guard, who held a Live chat with a clinical psychologist helping offer tips on how we can maintain our mental health during the pandemic –showcasing the role athletes can play in engaging widespread audiences in a way most brands can only dream of.