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2008 Best Strategic Launch Campaign Winner

TITLE: Eat Well, Be Active –What’s Your 30 Mins?
AGENCY: Starcom MediaVest Brisbane
CLIENT: Queensland Government

Sponsored by
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OBJECTIVES
In Queensland, 650,000 adults and 25,000 children are considered obese, making it Australia’s least active state. The task was to get Queenslanders to change their behaviour, to include at least 30 minutes of physical activity every day and healthy eating.

CAMPAIGN
Media channels were selected based on the criteria that they had to be able to be turned into an exercise “moment” and this had to be able to be part of a routine.

RESULTS
Eat Well Be Active campaign was one of the most successful social marketing campaigns conducted internationally – 52% awareness was secured after only six weeks of activity. The three-year goal was for 20%. Queenslanders’ intention to be active grew by 7% in the same timeframe – the three- year goal was for 6% growth.

The campaign also helped reverse the downward trend of physical activity in Queensland, taking it back to 1997 levels.

Judges’ comments
Shows you don’t have to have a gimmick to be successful. The identification of Mum as the routine setter and the depth of understanding about how to fit 30 minutes of exercise into her and her family’s day, neatly identified the business and campaign objectives. By mapping a tight channel plan that connected with her at the right moment we see a campaign where every channel has a reason for being.

Qld Government
Qld Government
Qld Government

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