Student 2013

Student Awards

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Open Brief

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About the brief

  • Open Brief
  • Sponsor: Department of Health
  • Client: Dare
Brief

Burning calories should be as fun as eating them.

Creative challenge

The issue of weight gain is a global problem. For example, almost half of the people in the UK are either overweight or obese. This is because our lifestyles have changed: we used to hunt and farm, work in tough manual jobs and play outside. Now we sit at desks or in front of the TV, increasingly craving fats and sugars but not necessarily burning them off.

Your task is to create a campaign that is less about preaching the nutritional value of particular foods but instead focuses on motivating children and adults to take part in regular physical activity. The target is to get kids exercising for 60 minutes a day and adults for 150 minutes a week.

Your idea will need to change behavior. It will need to get people excited about exercising.