2021
MOVE Campaign
The MOVE Campaign was created to energize and motivate Oklahoma families to move to improve the current and future health of children and adolescents through exercise. As rates of childhood obesity and type 2 diabetes continue to grow, and children are getting less exercise without in-person PE classes, it’s as important as ever to remind parents of the danger of inactivity.
The campaign uses encouraging, to-the-point language that hits the two most important points, firstly, that kids need 60 minutes of exercise daily, and secondly, exercise protects them against heart disease, obesity, and type 2 diabetes. The campaign utilizes an upbeat disposition to remind parents and kids that exercise can be fun and easy.
Because there have been so many health and exercise campaigns brought to the American public already, this project was designed to skirt around the typical language and visal style that is easily ignored. Instead, this campaign employs punchy graphics in memorable ways that also suit a social media focused approach. To go beyond skippable ads and really reach young families, the campaign uses a social post challenge, similiar to 36 Days of Type, for parents to post how they move for the assigned challenge of the day.
To create content unlike any other health or fitness campaign, the energy of movement was embedded within kinetic typography to visually pair and create a memorable connection with an action word. The words range from basic movement descriptors to concrete examples of exercise. The animated action words are made into fun digital stickers for them to use on their photos and videos, particularly to cater to an increasing interest in Instagram stories and apps like TikTok.
