Blackmores goes the extra mile for everyday Australians in new brand campaign via Poem

Blackmores is encouraging Aussies to listen to their hard-working bodies. After all, we only get one of them. The new multi-channel integrated campaign via Poem, aims to encourage and empower people, to look after their bodies every day with Blackmores; to ‘Be A Wellbeing.’

 

To launch the campaign a social content video has been created by Poem, to establish the message of the importance of listening to our bodies when we are active, particularly into our thirties and beyond. Consumer research shows 15 million Aussies (79%) are experiencing some type of pain or niggle, although almost a quarter (23%) never seek advice for their niggles1.

The content piece heroes the latest ambassador for the Blackmores Sydney Running Festival, Gold Logie winner and co-anchor of The Project, Carrie Bickmore. Known for her honesty and relatability both on and off-air, Bickmore naturally aligns with the campaign’s key messaging and target audience of active 30+ year-olds who need to find the balance between work, family life and checking in with their health and wellbeing.

Bickmore was filmed during a regular run and then a reformer Pilates class while talking about how she was feeling and what her body was telling her. The commentary provides a personal and emotional narrative rarely explored and sensitively taps into the voyeuristic nature of our relationships with well-known personalities.

Says Matt Holmes, co-founder and executive creative director, Poem: “It’s a privilege to be working with such an iconic Australian brand with a clear purpose to help all Aussies be well beings.

“For this specific piece of content, we were tasked to establish the thought that most of us 35+ year-olds who are active are often in denial about how hard our bodies are working these days. In fact, most of us need a little more support. Inspired by a technique used in a UK short-film called The Runners, we wanted to explore how we might literally bring the idea of ‘listening to your body’ to life in an emotive and raw way. Carrie Bickmore was an obvious choice to help bring this to life and her unscripted and honest account of what motivates her to keep moving and how she could listen to her body move is really resonating with our audience and earning attention.”

Says Ben Slocombe, marketing director ANZ, Blackmores: “We want to encourage all Australians to proactively keep moving now and, into the future, whilst ensuring they’re taking steps every day to look after their wellbeing. This campaign sheds light on the importance in our busy lives of regularly stopping to listen to your body, so you can continue to enjoy regular activity no matter what age you are.

“We wanted to create a campaign which our target audience can relate to and be inspired by, and Carrie is the perfect reflection of how our busy lives and active lifestyles require support and self-care.”

This is the first campaign Poem has launched since being appointed by Blackmores in late 2018.

Bickmore will be running alongside 35,000 Australians as they get their bodies moving for the annual event for the annual Blackmores Sydney Running Festival on the 15 September.

Other marketing elements of the broader campaign include digital OOH, POS and activations at parkrun events, as well as at the Blackmores Sydney Running Festival.

Agency: Poem
Production Company: Brightworks