Blackmores Goes The Extra Mile For Everyday Australians

Blackmores Goes The Extra Mile For Everyday Australians
SHARE
THIS



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.

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.

 

Please login with linkedin to comment

Blackmores Carrie Bickmore

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]