A Fitter Future
Challenge
This project aimed to promote healthier lifestyles and the benefits of weight loss in an engaging and accessible way, avoiding condescending language. It also needed to highlight the particular relevance of these changes during the Covid-19 pandemic.
Solution
Recognizing the sensitivity of the topic and the potential for alienating readers, I focused on creating a relatable and approachable message. Drawing from my own experience with exercise, I centred the concept around the idea of overcoming the initial hurdle—a common sticking point for many. This concept is encapsulated in the copy: "Stay Healthy" and "Run Through the First Hurdle." The imagery, inspired by human evolution posters, depicts people's fitness journeys in a slightly humorous yet realistic way, acknowledging that some may regress while others persevere. This message is coupled with information about the specific benefits of a healthy lifestyle, particularly during the Covid-19 pandemic. The campaign included both print and digital materials.
