Sweden – Non-profit organisation Generation Pep! has launched a music video campaign designed to increase Generation Alpha’s activity levels while in lockdown.
Created by agency Forsman & Bodenfors, the Dance 10,000 video follows a young girl dancing through her day and reaching 10,000 steps – the standard aim for a full day's physical activity. To inspire physical activity among kids, Generation Pep! has released a dance tutorial based on the video’s choreography, asking children to share their moves on social media. The accompanying music is an updated version of the song DANCE, by French electronic dance music duo Justice, which was specially made for the campaign.
‘We know that children and young people in many countries don’t get enough exercise, a trend that unfortunately seems to have worsened during the pandemic,’ says Carolina Klüft, operations manager at Generation Pep! With this campaign, the non-profit organisation hopes this will inspire children to find creative ways to remain active during the pandemic.
As consumers explore ways to keep children active during the pandemic, the trend for Tweenage Fitness is evolving.
