‘Tiny Trainers’ lead Sport Australia’s latest campaign via AJF Partnership to ‘Find Your 30’
Sport Australia yesterday launched its latest campaign to get Australia moving with ‘Tiny Trainers’ leading the call to get 30 minutes of heart-rate-raising physical activity every day.
Created by AJF Partnership, Melbourne, the ‘Tiny Trainers’ campaign is the second phase of Sport Australia’s ‘Move it AUS’ behaviour change campaign, launched in August 2018.
This second phase of the campaign primarily targets parents in contextually relevant media placements with dynamic creative and a simple and effective direct call to action to ‘Find Your 30’.
The ‘Tiny Trainers’ campaign is running nationally and launched on 24 February. It utilises real-time targeting and dynamic creative across digital, social, and out of home, supported by TV, radio and cinema, to disrupt people where they spend time ‘being busy’.
Supported by the findyour30 campaign website, it also offers practical ideas on how all Australians can ‘Find Your 30’ – thirty minutes of heart-rate raising exercise per day. We know that parents are an important influencer on children’s physical activity, so it’s critical to get parents to prioritise their own physical activity, as well as their children’s activity.
To deliver a rational message that adults can’t ignore, the campaign harnesses the energy from the most active members of any household, depicting the children as ‘Tiny Trainers’.
Sport Australia General Manager of Marketing, Customer Insights and Analytics, Louise Eyres said inactivity is having a negative impact on our health, waistlines and sporting achievements.
Says Eyres: “Australia is now the third most obese English-speaking country in the world, with two thirds of adults and a quarter of children considered overweight or obese. We know that children with at least one inactive parent are 68% more likely to be inactive themselves. Beyond these social and wellbeing costs is an economic one. A key study predicts Australia faces $88 billion of extra health and social costs over the next 10 years if people don’t get moving.
“The campaign is essential to stemming this problem and creates a sound platform for long-term behaviour change. The ability to target Australians in contextually relevant media placements and via dynamic creative will ensure we are consistently on message and providing opportunities for all Australians to get on board this movement for movement.”
AJF’s Founding Partner and Executive Creative Director, Adam Francis said the ‘Tiny Trainers’ are a great way to make parents stand up and pay attention to the benefits of moving.
Says Francis: “When a lot of parents use the excuse that they are too busy looking after their family and don’t have the time to exercise, we thought we’d flip this and use the family (children) to persuade the parents to exercise more. Tiny trainers will persuade us to all get moving.”
Since launching ‘Move IT AUS’ in 2018, Sport Australia has seen more than 490,000 Australians engage with its website, and 150,000 people connect via the findyour30 campaign website. The campaign has had 4.3 million views of content across social media, including reaching 3.8 million people on Facebook.
Creative Agency: AJF Partnership, Melbourne
Media Agency: UM
Director: Chris Tovo
Client: Sport Australia
Fiona Boughton, Deputy General Manager High Performance and Participation Marketing
Tony Dusan, Director Participation Marketing
Emma Jones, Assistant Director Digital Content
Andrew Edmunds, Assistant Director Participation Marketing o Nik Hatta, Senior Digital Consultant
Veronica Steer, Coordinator Participation Marketing