Mental Health
Physical Activity Promotion Campaign - Australia
Client: VicHealth.
Target Audience: General population within metropolitan Melbourne.
Summary: In February 2005, Convenience Advertising joined forces with VicHealth to launch ‘Taking it to the Streets’, a strategic campaign aimed at promoting incidental physical activity, active transport and community mental health care in metropolitan Melbourne.
The campaign was designed to complement existing, but broader social communication strategies, in place in 4 key municipalities in Victoria as well as VicUrban’s Docklands development.
Stenciled health messages were placed in areas near footpaths, sporting venues, bike paths and public meeting places with the aim of encouraging passers-by to utilize local public transport options and to exercise and garner a heightened level of mental health.
The campaign also highlighted the benefits of opportunistic exercise and active transport on community connectedness.
Supporting A4 messages were placed in select bathroom locations in locus of engagement venues like gyms and public swimming pools.
A ‘guerilla’ style medium of graffiti stenciling was used to engage the audience and the messages were tailored according to location to increase discussion amongst passers-by.
