MyFitnessPal encourages beach-goers to take small steps to New Year health in new Coogee beach takeover via Icon Agency

Beach-goers in Sydney’s Eastern suburbs may have spotted a new addition to the infamous Coogee beach rainbow steps this week, with a colourful brand takeover led by Icon Agency, for number one global nutrition and food tracking app, MyFitnessPal.

While the start of a New Year is synonymous with setting self-improvement targets such as goals for health, wellbeing, finances or relationships, New Year’s resolutions are often unrealistic or difficult to maintain long-term.

Popping up for one day only, messages of encouragement appeared on the infamous rainbow steps at Coogee Beach this week to encourage Aussies to take small steps towards their health goals.

The campaign formed part of a broader integrated communications strategy developed by Icon Agency, to promote MyFitnessPal’s free 7 day ‘Small Steps, Big Wins’ plan, containing helpful tips and recipes, at a key moment in the calendar year for health and fitness. The plan was developed by nutrition experts at MyFitnessP along with international award-winning actress and lifelong fitness fan, Kate Hudson.

Held on Monday 8th January, the messages of encouragement followed findings from research conducted by the campaign which found that one in ten (10%) Aussies ditch their resolutions after the first week of January.

Senior account director, Sian Evans said the campaign was the perfect way to kick off 2024 activity for the brand: “With its mission to help Aussies achieve their long-term health goals, whatever they may be, this campaign was the perfect fit for a purpose-led approach synonymous with the work we do at Icon Agency.”

The integrated campaign, which includes a phased media relations program, media ambassadors, social media content and sponsored content, marks the second year of partnership between Icon and MyFitnessPal.

Says Evans: “Despite Aussie’s best intentions, we know that maintaining New Year’s resolutions is difficult. MyFitnessPal’s free plan was designed to be approachable and help people without the need to overhaul their lifestyle. So together with the MyFitnessPal team, we created a campaign that encourages Aussies to re-think their resolutions and instead focus on developing healthier, long-term habits.

“Providing messages of encouragement, even on a small scale, was just one way we could bring this campaign to life and show Aussies how simple a step should be.”

Says Amanda Mahan, vice president of global marketing, MyFitnessPal: “Our mission is to help Aussies develop small, sustainable changes that can build over time into big changes. Making a small swap to lessen sugar or increase protein at breakfast can ultimately lead to losing or maintaining weight, feeling stronger and more energetic.

“As our trusted partner in Australia, Icon was the perfect agency to bring this to life, visually and viscerally, in an iconic location.”

Passers-by to the activation, which was executed in partnership with Gambit Collective, also had the opportunity to interact with the signs via a QR code providing a link to more information on the 7-day ‘Small Steps, Big Wins’ plan.

To find out more about the Small Steps, Big Wins plan and help keep track of nutrition and exercise, download MyFitnessPal on Apple, Google and other android platforms.