#UpAgain was launched in November 2019 to help the ISU engage and attract fans across its four disciplines outside of event time.
A rallying cry for all skaters and fans, to inspire them to overcome challenges on and off the ice to achieve their potential.
Through powerful messaging, inspiring athlete stories and UGC fan competitions, the campaign lifted the community to new heights.
Then the pandemic hit, events were cancelled and dreams were put on ice.
Which meant that #UpAgain had a new and even more important role: to help the community through lockdown.
So, we adapted the campaign and created a programme of content designed to help our audience thrive physically, mentally and emotionally.
At a time when our community was being forced to stay apart, #UpAgain brought them closer together than ever before.