Winner of New Blood 2013, DO:25 was created to motivate people to take part in regular exercise. The campaign focused on targeting low-income families who are under pressure to buy convenience food and are potentially unaware of the impact that lack of physical activity and high-calorie food has on their health. Inspired by the upcoming Glasgow 2014 Commonwealth Games, DO:25 focuses on the goal of getting the audience to do 25-minutes of exercise a day. The legacy of the Commonwealth Games would motivate people to include exercise into their busy daily routines.Their work also complements the college’s own focus on healthy living among staff and students.
The campaign integrates exercise into your daily life. We want you to make small changes like taking the stairs instead of the lift to make a big difference to your overall well being. We realised that every minute counts when it comes to exercise and you may need a little help to get started so we created an app with a very simple user interface which breaks down exercise and counts the total number of minutes you have been doing it so you know you are getting your recommended
daily amount in a fun and healthy way.
By taking a multimedia approach to the campaign, including the creation of a smartphone app, printed cards, a guerrilla marketing campaign in public spaces and traditional print media, my approach was designed to reach as many people as possible to engage, motive and inspire.
