MediaCom (WPP & GroupM)
Overweight and obesity are major public health issues in Queensland. Currently 64% of Queensland adults are overweight or obese, and about 33% don’t even realise it. In order to create awareness of this issue, Queensland Health (department of the Government of Queensland which operates and administers the state’s public health system) wanted to create an activation to encourage Queenslanders to reflect on their own unhealthy habits and make a change.
Queenslanders were invited to celebrate Valentine’s Day with a Break Up. The ‘Best Break Up Ever’ activation, was held at Reddacliff Brisbane, encouraging Queenslanders to make a pledge by breaking up with one of their unhealthy habits. Whether it’s deep-fried food, soft drinks, or simply too much screen time, Valentine’s Day provided the perfect time to show some self-love and break up with an unhealthy relationship. This is because by making one small change can add up to a big change.
The event was hosted by local radio star Matty Action and the pledges were captured visually and illustrated on a wall by local street artist Kiel Tillman.
The activation recorded 383 on the spot pledges and a digital competition over the weekend achieved a further 500 creative and insightful pledges. The story was published online overnight in under 24 hours and the content received over 155,000 views on YouTube.
Creatives: Taylor Thornton, Costa Popolizio, Jesse Osborne
Illustrator: Kiel Tillman