---
title: Wellbeing SA
date: 2022-03-24T11:36:00+10:30
author: Simple
canonical_url: "https://www.simple.com.au/work/wellbeingsa-advertising"
section: Case Studies
---
- Wellbeing SA
 
- Advertising
- Digital
- Production
- Graphic Design
- Strategy
- 3D & Motion Design
 
 

 

 

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We were engaged by Wellbeing SA to deliver the foundation of a multi-year physical activity communications campaign to be in-market from late 2021 to 2025.

The campaign aims to increase awareness regarding the benefits of physical activity, encourage South Australians to be more physically active and create a positive state-wide culture around physical activity.

Walking was identified as the campaign’s focus, as it’s the most accessible mode of physical activity.

 

 

  

 

 

 

 

  ## Taking the first step.

 

 

There’s strong awareness of the “10,000 Steps” physical activity program, and a generally understood consensus that 30 minutes of physical activity three times a week is required to see results. However, research showed these benchmarks were intimidating to as many as 70% of South Australians, and led to the unintended consequence of scaring people away from trying. In reality, every step counts — one is better than none.

Following the "five-minute rule" cognitive-behavioural technique that used to help overcome procrastination, we encourage South Australians to start with ten minutes, which research showed was a much more achievable objective. Providing this new information that ten minutes of activity counts is motivating, and helps challenge the common barrier of being time poor.

 

 

  

 

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   ![](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%272400%27%20style%3D%27background%3Atransparent%27%2F%3E)

 

 

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 ## Every step counts.

 

 

An important aspect of the campaign involved redefining walking to overcome the common excuse of being time poor. Walking isn't always about active wear and exercise: it can be walking while talking on the phone, or a young mother taking a baby around the block in a pram. This task-coupling demonstrated ways to incorporate more steps into each day.

 

 

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