Healthy Together Active Cities Melbourne is an initiative of the Department of Health, the City of Melbourne and VicHealth designed to highlight the benefits of physical activity to the 350,000 + workers who work in the CBD every day.
Seventeen per cent of Victoria’s full-time workers are concentrated in the City of Melbourne, with the majority in sedentary jobs. Prolonged sitting time, or sedentary behaviour, is increasingly recognised as an important contributor to disease associated with not being physically active.
The task for Optimo was to develop a catchy strapline to accompany a captivating hero image to convey the overall call to action, ‘Move more, sit less and eat better during your work day’.
Optimo’s take was there are so many messages out there when it comes to taking care of yourself. Eat this, don’t eat that, and workout this way for this many minutes, that many times a week. It’s a whole lot of ‘rules’, a little confusing… and, if we’re honest, can be a little boring compared to everything else going on in our work, home and social lives.
We needed to show people being healthier can be simple, easy, have heaps of benefits, and – most of all – can be fun. Based on this insight ‘There’s 100 ways to move it Melbourne!’ was created.
Used in overarching advertising of the campaign which included: press ads, posters, postcard, information booklet, banner, out door advertising (tram/bus stops), on line advertisements the campaign even took over the entirety of Southern Cross Station.
