We turned to research for our insight. Focus groups revealed that active play like silly spontaneous dancing and playing with the family pet are widely loved. Seeing playful moments evoked happy memories among moms of playing with their kids, and of being kids and playing with their own parents. These are active experiences that don’t get prioritized last when obligations pile up, the way exercise often does.
We avoided words like “fitness” and “exercise” and opted for language that insinuated everyday entertainment, in a tone that was friendly, upbeat, and motivating. Then we took it a step further, changing the idea of physical activity from bothersome chore to bite-sized treat, something rewarding that you could fit into your everyday life.
“Put a Little Into Your Day” did just that. It spoke to all-ages and motivated them to do activities as a family that just so happened to be good for their health. The campaign, which appeared on TV, billboards, posters and other digital and print collateral – featured parents and children turning household chores into games and spending quality time in ways that got them moving.