Sport Australia urges Aussies to #FindYour30 in new ‘Move it AUS’ campaign via AJF Partnership
Sport Australia (formerly the Australian Sports Commission) has launched a new campaign via AJF Partnership, Melbourne, urging Australians to target 30 minutes of heart-rate-raising physical activity every day.
The Move it AUS campaign is running across TV, cinema, outdoor, digital, social and other activations.
With one in two adults and an alarming eight in ten children inactive, the ‘Move it AUS’ campaign aims to get Australians to become more physically active, to start moving again as though their lives depended on it.
The campaign reflects on the glory days when Australia was a great sporting nation, and the current reality that we are increasingly leading sedentary lifestyles. The impact of our nation’s inactivity could have significant long-term health, wellbeing and financial effects.
In addition to the campaign, AJF Partnership has also recently led the development of the new Sport Australia brand identity launched by the Minister for Sport last week.
General Manager/CMO of Marketing, Customer Insights and Analytics for Sport Australia, Louise Eyres outlined Sport Australia’s mandate to get all Australians to be more active while also acknowledging this was asking for a huge shift in our current behaviours.
Says Eyres: “It’s time to get united as a nation and prioritise our health for at least 30 minutes a day. We know that just 30 minutes of physical activity every day reduces the risk of heart disease, osteoporosis, diabetes and cancer, so it’s an important, and fundamental message for all, and in-particular, for young Australians.”
AJF Founding Partner and Executive Creative Director, Adam Francis explained that while we still love to refer to ourselves as a ‘sporting nation’ the statistics sadly no longer stack up.
Says Francis: “It’s been great working with Sport Australia to develop a campaign that not only holds the mirror up to Australia’s fitness levels but also offers a simple solution to lift the nation’s heart rate.”
Agency: AJF Partnership, Melbourne
• Executive Creative Director: Adam Francis
• Creative Director: Glenn Dalton
• Senior Art Director: Ed Carveth
• Senior Copywriter: Brent Liebenberg
• General Manager: Jayne Brady
• Senior Account Director: Sarah Dalli
• Account Manager: Emily Howat
• Head of TV Production: Roz Ruwhiu
• Strategy: Pieter-Paul von Weiler, Jill Cummins
Production: Guilty
• Director: Chris Tovo
• Producer: Jason Byrne
Client: Sport Australia
• General Manager/CMO, Marketing, Customer Insights & Analytics: Louise Eyres
• Deputy General Manager, High Performance & Participation Marketing: Fiona Boughton
• Director, Participation Marketing: Tony Dusan
• Director, High Performance Marketing: Laura Sidey
• Project Manager: Katy Everett
7 Comments
At least it makes me want to stop watching crap on my computer
How is it possible that an agency with this many opportunities to do good work, consistently miss the mark and produce drivel?
because they’re a business model, not a creative agency.
what kind of #director in inverted commas, uses a hyper slow motion shot to illustrate the necessity of high intensity movement?
what do they say about peanuts and monkeys again?
Truth, but the sad thing is, which agency actually is producing consistently good work these days?
Not excusing AJF, just lamenting the general state of the industry.
Why not create a free app that encourages people to reach their goals and for those who want to, give them the option to submit their times/activities to track achievements personally and collectively
such a useful page to read