Canada – Non-profit organisation ParticipAction has launched a national campaign that highlights the myriad lifestyle benefits of getting active.
The ad series are part of a long-term movement that aims to shift perceptions beyond the traditional benefits of getting fit, such as weight loss. The short, playful videos demonstrate how physical activity can make people sleep, age and focus better.
ParticipAction’s website has also been redesigned to reflect the campaign, featuring the slogan ‘staying active isn’t just about looking better. It’s about living better’. It also backs up each of its claims with scientific facts, as well as providing tips on motivation and general healthy living.
As body positivity continues to gain prominence, health and wellness brands are shifting their marketing campaigns away from weight loss and towards a healthier lifestyle. In September, Weight Watchers overhauled its brand identity to focus on wellness over dieting.