New government campaign urging Australians to get moving again
Following last weeks release of ‘Sport 2030’, Sport Australia has teamed up with AJF Partnership launching ‘Move it AUS’ to inspire Australians to be more active.
Sport Australia (formerly Australian Sports Commission) acknowledges that physical inactivity costs Australia more than $13 billion each year in health care costs, lost productivity and reduced premature mortality.
If nothing is done to curb the growth of obesity, one study predicts Australia will face $88 billion of extra health and social costs over the next 10 years.
In order to address our increasingly sedentary lifestyles, the ‘Move it Aus’ campaign features a 45-second video revisiting Australia’s glory days in sporting history.
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.
“It’s time to get united as a nation and prioritise our health for at least 30 minutes a day,” Sport Australia GM and CMO of marketing, customer insights and analytics, Louise Eyres said.
“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.”
The Move it AUS campaign launched on Sunday and is running across TV, cinema, outdoor, digital, social and other activations.
AJF founding partner and ECD Adam Francis said while Australians 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,” he added.
It is believed there are several factors for this decline, including less prominence of sport in school, the inability of lower-profile sports to grow talent pools and commercialise and time poverty impacting upon traditional sports club structure models.
“If we don’t move it, we’ll lose,” the TVC warned. It’s time to get Australia moving.