The second half of February saw Sport Australia launch a new phase of its ‘Move It AUS: Find Your 30’ initiative with a campaign called ‘Tiny Trainers’.
The campaign offers a distinctly rational message which it hopes that adults can’t ignore: it aims to harness the energy from the most active members of any household (children) and depicts these kids as ‘Tiny Trainers’.
Led by a hero video,
‘Tiny Trainers’ launched nationally on 24 February and it uses real-time targeting and dynamic creative across digital, social,
Sport Australia has enlisted a band of “Tiny Trainers” to help get #Australians moving more often.
Read more: https://t.co/0RDRwOcnVO#FindYour30 #MoveItAUS pic.twitter.com/PM5kWodcFf— Sport Australia (@sportaustralia) February 25, 2019
and out of home, supported by TV, radio and cinema, to disrupt people where they spend time ‘being busy’.
The content drives viewers to (and is supported by) the findyour30 campaign website: which offers practical ideas on how all Australians can ‘Find Your 30’ – thirty minutes of heart-rate raising exercise per day.
Created in tandem with AJF Partnership (Melbourne), ‘Tiny Trainers’ primarily targets parents and runs in contextually relevant media placements with creative that carries a direct call to action to ‘Find Your 30’.
The campaign is based on the fact that parents are important influencers on children’s physical activity and are critical when it comes to prioritising both their own and their children’s physical activity.
This is the second part of the government organisation’s umbrella ‘Move It AUS’ behavioural change initiative (launched in August 2018) aimed at persuading all Australians to get 30 minutes of heart-rate-raising physical activity every day.
Sport Australia, formerly called the Australian Sports Commission (ASC), is the Australian Government’s statutory agency responsible for distributing funds and providing strategic guidance and leadership for sporting activity in Australia and is part of the Department Of Health.
The General Manager of Marketing, Customer Insights and Analytics of Sport Australia, Louise Eyres, commented that inactivity has a negative impact on the country’s health, on its citizens’ waistlines and the nation’s sporting achievements.
“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,” said Eyres.
“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.
“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,” said Francis.
The initiative was created for Sport Australia Deputy General Manager High Performance and Participation Marketing Fiona Boughton, Director Participation Marketing Tony Dusan, plus Assistant Director Digital Content Emma Jones by a team at AJF Partnership (Melbourne).
Media was handled by UM and the video was directed by Chris Tovo.
Comment:
The organisation will hope that this second wave of work has a similar effect on driving behavioural change as the launch phase.
After all, since the campaign was launched in September 2018, Sport Australia says it has seen more than 490,000 Australians engage with its website, and 150,000 people connect via the findyour30 campaign website.
While the campaign itself has had 4.3 million views of content across social media, including reaching 3.8 million people on Facebook.
Links:
Sport Australia
https://www.facebook.com/SportAUS
https://twitter.com/sportaustralia
https://www.instagram.com/australian_institute_of_sport/
https://www.linkedin.com/company/sport-australia/
https://soundcloud.com/sportaus_ais
https://www.youtube.com/user/ausport
AJF Partnership
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