In a delightful twist on conventional wisdom about peer pressure, ParticipACTION’s latest campaign urges individuals to reconsider the groups they associate with, especially if those groups are all about fitness and physical activity. Titled “Falling in with an active crowd,” the campaign uses satire and parody to emphasize the positive impact of joining exercise, sport, and activity-based groups.
The campaign kicks off with a humorous TV spot featuring a woman expressing her concern about her husband’s transformation since joining the Mall Walkers. She amusingly notes how he’s started dressing like them and, in a mockingly dramatic tone, fears he might even be “doing stairs.” The spot concludes with the woman ominously warning, “once you become a Mall Walker, there’s no way out.” This satirical take on traditional PSA tropes sets the tone for the entire campaign.
ParticipACTION’s campaign addresses a prevalent misperception revealed by recent research—that people tend to underestimate the number of those around them engaged in regular physical activity. “Fall in with an active crowd” aims to correct this misperception by showcasing the abundance of physical activity happening in various communities, encouraging individuals to see movement as the new social norm.
Rebecca Jones, Senior Director of Marketing and Communications at ParticipACTION, emphasizes the campaign’s broader goal of shifting social norms related to physical activity. “Falling in with an active crowd can create a sense of belonging and connection with others, and help people make physical activity a part of their everyday life,” says Jones.
The campaign is strategically designed to tackle the common challenge of starting a fitness journey, making it less intimidating by highlighting the fun and camaraderie found in like-minded groups. ParticipACTION recognizes that the desire to get active exists but believes it becomes more achievable and enjoyable with a supportive community.
Developed by long-time agency partner Zulu Alpha Kilo, the national campaign employs Connected TV and linear broadcast spots, reaching audiences through platforms like YouTube and Meta. In addition to the TV spots, social media videos add a humorous touch, portraying individuals troubled by friends becoming “Pilates people” or being “recruited by yogis.” Other executions feature a lively group of senior road pacers proudly claiming, “We run these streets,” adding a faux toughness to these active groups.
Jenny Glover, Chief Creative Officer at Zulu Alpha Kilo, shares insights into the campaign’s approach, emphasizing the infusion of humor and a widened perspective on what physical activity can encompass for Canadians.
The national campaign, running until March 2024, aims to engage audiences across Canada. It was developed in partnership with M&K Media, with French adaptation by The French Shop. “Falling in with an active crowd” stands as a testament to ParticipACTION’s commitment to making physical activity not just a personal endeavor but a communal and enjoyable experience.
In conclusion, the campaign challenges the negative connotations of peer pressure, turning it into a positive force for health and well-being. As individuals reconsider the groups they associate with, ParticipACTION invites them to “Fall in with an active crowd” and discover the numerous benefits of embracing an active lifestyle with like-minded companions.
