Inspiring a nation to get moving

Problem: Getting regular physical activity is one of the most important things people can do to stay healthy — but most Americans aren’t active enough. The Office of Disease Prevention and Health Promotion (ODPHP) second edition of Physical Activity Guidelines for Americans explained the science but didn’t consider how to inspire Americans to fit more activity into their busy schedules.

Solutions

• Conducted formative research with 4 target audiences — children, adults, older adults, parents — and published findings from 2,000 surveys and numerous focus groups in the Journal of Physical Activity and Health

• Transformed scientific, evidence-based guidelines into a national campaign to help Americans get active — called Move Your Way

• Crafted messages based on findings from user research — people wanted to move in their own way and not get basic, cookie-cutter tips 

• Created a suite of web, mobile, print, ad products which included video and interactive tools with compelling, diverse, and relatable messaging and images

• Developed a Move Your Way community implementation strategy

Impact

• Social media campaigns reached more than 26 million impression and over 19,000 clicks in less than 5 months

• Reached 50 million people through tweets about the campaign

• More than 7,000 people participated in Move Your Way events around launch