Sport Australia has launched its latest campaign to get Australia moving with ‘Tiny Trainers’, leading the call to get 30 minutes of heart-rate-raising physical activity every day.
Created by AJF Partnership, a GrowthOps business, the ‘Tiny Trainers’ campaign is the second phase of Sport Australia’s ‘Move it AUS’ behaviour change campaign, launched in August 2018.
This second phase of the campaign primarily targets parents in contextually relevant media placements with dynamic creative and a simple and effective direct call to action to ‘Find Your 30’.
Supported by the findyour30 campaign website, it also offers practical ideas on how all Australians can ‘Find Your 30’ – thirty minutes of heart-rate raising exercise per day.
Sport Australia general manager of marketing, customer insights and analytics, Louise Eyres said inactivity is having a negative impact on our health, waistlines and 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.
“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 ECD 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”.
Client: Sport Australia
Fiona Boughton, Deputy General Manager High Performance and Participation Marketing
Tony Dusan, Director Participation Marketing
Emma Jones, Assistant Director Digital Content
Andrew Edmunds, Assistant Director Participation Marketing
Nik Hatta, Senior Digital Consultant
Veronica Steer, Coordinator Participation Marketing
Creative Agency: AJF Partnership, a GrowthOps Business
Media Agency: UM
Director: Chris Tovo