AJF Partnership’s campaign for Sport Australia (formerly the Australian Sports Commission) launched on Sunday 5 August, urging Australians to target 30 minutes of heart-rate-raising physical activity every day.
With one in two adults and an alarming eight in ten children inactive, the Move it AUS campaign aims to get Australians to become more physically active, to start moving again as though their lives depended on it.
The campaign reflects on the glory days when Australia was a great sporting nation, and the current reality that we are increasingly leading sedentary lifestyles.
The impact of our nation’s inactivity could have significant long-term health, wellbeing and financial effects.
In addition to the campaign, AJF Partnership has also recently led the development of the new Sport Australia brand identity launched by the Minister for Sport last week.
Sport Australia GM & CMO of marketing, customer insights and analytics Louise Eyres outlined Sport Australia’s mandate to get all Australians to be more active while also acknowledging this was asking for a huge shift in our current behaviours.
“It’s time to get united as a nation and prioritise our health for at least 30 minutes a day.
“We know that just 30 minutes of physical activity every day reduces the risk of heart disease, osteoporosis, diabetes and cancer, so it’s an important, and fundamental message for all, and in-particular, for young Australians,” Eyres said.
AJF founding partner and ECD Adam Francis explained that while we still love to refer to ourselves as a ‘sporting nation’ the statistics sadly no longer stack up.
“It’s been great working with Sport Australia to develop a campaign that not only holds the mirror up to Australia’s fitness levels but also offers a simple solution to lift the nation’s heart rate,” Francis said.
The Move it AUS campaign launched on Sunday 5 August and is running across TV, cinema, outdoor, digital, social and other activations.
AJF Partnership is one of Australia’s largest and most effective creative agencies. It is the only Australian agency to ever win the grand Effie twice.
Earlier this year AJF joined Trimantium GrowthOps as it debuted on the ASX.