VOLVIC 'SMALL STEPS' CAMPAIGN
Volvic’s mission is to ‘awaken everyone’s inner force’. By drinking Volvic, we are connecting with the elemental force of water, giving us inner strength and making us feel ‘unstoppable’.
But there is something stopping us. Obesity. The World Health Organization regards childhood obesity as one of the most serious global public health challenges for the 21st century. In the UK, around one in ten children in Reception are obese and by Year 6 this is one in five. Overweight children are more likely to become overweight adults and by 2050, it is estimated that half of us could be obese.
Volvic is on an unstoppable mission to inspire a healthy generation and tackle obesity. They asked us to select three potential activation partners who they could work with to enable us empower children, schools and families to defeat obesity.
These were The Youth Sport Trust, The Amateur Swimming Association and The Wild Network. We then developed three activation creative platforms to support the different proposals and showed how the it works on pack and in store.
The winning route was Small Steps. With our Small Steps campaign Volvic aims to defeat obesity, one step at a time with regular physical activity in schools and home.
Small Steps both inspires and enables us to make small changes to our everyday routines that will make big changes to our health, changes that will last a lifetime. Working with leading school sports charity The Youth Sport Trust, Small Steps will role out in classrooms nationally reaching 1 million children in its first year alone. All children whether they are a healthy or over weight will benefit by tailored Small Steps activities which provide 3 minute bursts of physical activity for every 30 minutes. Crucially, Small Steps is not just for school but designed to benefit all the family.
In 2017, the in moveable object of obesity will meet the irresistible force of Volvic.
Role and responsibilities: Strategy and Integrated Creative Direction
GMR Marketing 2016-2017