Blackmores is encouraging Aussies to listen to their hard-working bodies. After all, we only get one of them. The multi-channel integrated campaign aims to encourage and empower people, to look after their bodies every day with Blackmores; to ‘Be A Wellbeing.’
To launch the campaign a social content video has been created by Poem, to establish the message of the importance of listening to our bodies when we are active, particularly into our thirties and beyond. Consumer research shows 15 million Aussies (79 per cent) are experiencing some type of pain or niggle, although almost a quarter (23 per cent) never seek advice for their niggles.
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Back training this week after a few days off…I was feeling tired and sore so I listened to my body for once and slowed down. It really is working harder than I know! I have never properly trained for a big event so am trying to pace myself. I have signed up to do the Blackmores Sydney Running Festival as my next goal on my path to my great adventure at the end of the year. Had so much fun with the @blackmoresaustralia team filming this video about why I love moving and listening to my body more. I also discovered that I even talk with my hands when running 🤣and I need to do my pelvic floors more!!#blackmores #running #talking #sp #myhardworkingbody
The content piece heroes the latest ambassador for the Blackmores Sydney Running Festival, Gold Logie winner and co-anchor of The Project, Carrie Bickmore. Known for her honesty and relatability both on and off-air, Carrie naturally aligns with the campaign’s key messaging and target audience of active 30+ year-olds who need to find the balance between work, family life and checking in with their health and wellbeing.
Carrie was filmed during a regular run and then a reformer Pilates class while talking about how she was feeling and what her body was telling her.
The commentary provides a personal and emotional narrative rarely explored and sensitively taps into the voyeuristic nature of our relationships with well-known personalities.
Poem co-founder and executive creative director Matt Holmes said, “It’s a privilege to be working with such an iconic Australian brand with a clear purpose to help all Aussies be well beings.”
“For this specific piece of content, we were tasked to establish the thought that most of us 35+ year-olds who are active are often in denial about how hard our bodies are working these days. In fact, most of us need a little more support. Inspired by a technique used in a UK short-film called The Runners, we wanted to explore how we might literally bring the idea of ‘listening to your body’ to life in an emotive and raw way. Carrie Bickmore was an obvious choice to help bring this to life and her unscripted and honest account of what motivates her to keep moving and how she could listen to her body move is really resonating with our audience and earning attention” he said.
Blackmores marketing director ANZ, Ben Slocombe said: “We want to encourage all Australians to proactively keep moving now and, into the future, whilst ensuring they’re taking steps every day to look after their wellbeing. This campaign sheds light on the importance in our busy lives of regularly stopping to listen to your body, so you can continue to enjoy regular activity no matter what age you are.
“We wanted to create a campaign which our target audience can relate to and be inspired by, and Carrie is the perfect reflection of how our busy lives and active lifestyles require support and self-care” Slocombe concluded.
This is the first campaign Poem has launched since being appointed by Blackmores as their PR and influencer agency in late 2018.
Carrie will be running alongside 35,000 Australians as they get their bodies moving for the annual event for the annual Blackmores Sydney Running Festival on the 15 September.
Other marketing elements of the broader campaign include digital OOH, POS and activations at parkrun events, as well as at the Blackmores Sydney Running Festival.