Bayer Consumer Health Australia’s Claratyne has today launched a new purpose campaign via CHE Proximity, The Outsideologist Project, which encourages one million Australian children and their families to spend just one more hour a week outside for better health and wellbeing.
In its first year, The Outsideologist Project aims to counter Aussie kids’ strong preference towards indoor play (89%) by offering fun outdoor learning inspiration that complements necessary indoor desk-based learning.
Claratyne brand manager, Stephanie Lyons, said the brand team knew Aussies would embrace The Outsideologist Project’s mission when the results of research commissioned to support the campaign were revealed: “There’s no denying we’re living in an era of devices and indoor entertainment as well as facing increased time indoors as a result of pandemic-induced lockdowns. So, it’s important we encourage our kids to explore and play outside – safely and within their local guidelines – to reap the positive mental and physical wellbeing benefits. However, nearly a third of parents admitted through the research that they do not know how to help their kids explore outside (30%) – it’s a pastime we’ve forgotten how to do so ourselves (33%).
“The Outsideologist Project by Claratyne aims to counter that hurdle by providing actionable, simple ideas that get us all outside, thinking and exploring. It’s a bonus that all ideas are inspired by the curriculum, working to complement traditional desk-based learning.”
The integrated campaign features:
– Fun, colourful creative localised by CHE Proximity to run across Broadcast TV, YouTube, Instagram, Facebook, and on the Claratyne website encouraging parents to discover unique ways to play and learn with their kids outside, such as making grass whistles, teaching pirate-level mapping skills, and making messterpieces through art;
– An earned media and influencer campaign led by DEC PR, featuring the consumer research and insights on playing outside by The Outsideologist Project ambassadors, Sam Wood and Penny Whitehouse, both parents of three and experts in child’s outdoor play and who will also support the campaign with social content in the school holidays;
– Media strategy and planning by PHD Australia, with paid media spanning Broadcast Television, Catch-Up Television, Online Video, Social Media, Targeted Social Content Partnership, and Precision Marketing digital activity, creating custom segments founded in behavioural, interest, affinity and in-market audience data analysis.
A champion of the outdoors, Claratyne aims to help people fully appreciate the simple joys that being outside can bring and believes time outside is important for everyone to enjoy. Over the next five years, The Outsideologist Project from Claratyne will aim to improve the everyday health of Australian children by helping them spend more time outside.
For more information on The Outsideologist Project or Claratyne, and to access the playful step-by-step, easy-to-follow learning activities visit www.claratyne.com.au/the-outsideologist-project.
Brand: Claratyne, a brand of Bayer Consumer Health Australia
Creative: CHE Proximity Australia
Working media: PHD Australia
Media and talent relations: DEC PR