Growing up, we’re always warned about the dangers of peer pressure and falling in with a bad crowd. In a satirical twist, Zula Alpha Kilo’s latest campaign for ParticipACTION demonstrates that some groups are worth falling into.
ParticipACTION is a government funded organisation that promotes healthy living and physical fitness. The campaign encourages Canadians to get active by “falling in with an active crowd”, showing the health and social benefits of joining different exercise, sport and activity-based groups by parodying familiar peer pressure tropes. The launch TV spot features a distraught woman talking about how her husband hasn’t been the same ever since joining the Mall Walkers, lamenting how he started dressing like them and worrying he might even be “doing stairs”. The video ends with the woman warning, “once you become a Mall Walker, there’s no way out.”
The campaign idea comes from recent research conducted by ParticipACTION that revealed a prevalent misperception – most people underestimate how many of those around them, their friends, family members and neighbours, are getting enough physical activity. This new campaign aims to correct this misperception by showcasing the physical activity that is happening all around us and positioning movement as the “in thing” that people want to be a part of. Studies have shown it’s not for a lack of desire to get active, it’s that many find getting started to be intimidating, but it’s much easier and more fun when you have like-minded people to get active with.
“Building on previous education campaigns that focused on increasing awareness of the benefits of physical activity, Fall in with an active crowd aims to shift social norms related to physical activity,” stated Rebecca Jones, senior director of marketing and communications at ParticipACTION. “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.”
The Canadian campaign includes connected TV and linear broadcast spots, with placements on YouTube and Meta, plus social videos where someone is troubled by their partner becoming “one of those Pilates people” or a friend being “recruited by yogis”. In other executions, a group of jovial senior road pacers with the phrase “We run these streets.” plays at the faux toughness of these groups.
“We wanted to bring a fresh approach to communication around physical activity for ParticipACTION. We had an opportunity to bring more meaning to the lives of Canadians by injecting humour and opening up the aperture for what physical activity can look like for Canadians,” stated Jenny Glover, chief creative officer at Zulu Alpha Kilo.
The campaign will run until March 2024 and was developed in partnership with M&K Media with consultation and French-adapt by The French Shop.
Credits
Client: ParticipACTION
Client Team: Elio Atunes Shauna Pichosky Rebecca Jones & Alison Carruthers
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officer: Jenny Glover, Brian Murray
Creative Director-Writer: Jonah Flynn
Creative Director-Art Director: Michael Siegers
Account Team: Robyn Morrissey, Jaya Rizzi, Sabrina Zavarise
Chief Strategy Officer: Heather Segal
Strategy Team: Cameron Fleming, Kiana Ohori
Producer: Francesca Marchese, Lena Hamady
Media Agency: M&K Media
Media Team: Julie McIlroy, Jill McDonald, Ron Bijl, Jennifer Young & Anthony Scattolon,
French Agency: The French Shop
French Agency Team: Mélanie Duguay, Jennifer Lankry, Catherine Renaud
Production House: Partners Film
Executive Producer: Aerin Barnes
Line Producer: Jeff Schwartz
Director: Michael Downing
Post-Production: Rooster Post
Editor: Paul Proulx
Assistant Editor: Audrey Crunkleton
Editorial Producer: Sam McLaren
Colour, VFX & Finishing: Fort York VFX
Senior Colourist: Jason Zukowski
Colour Assistant: Jose Salinas
Lead Flame Artist: Marco Polsinelli
Flame Assistants: Parker Nugent & Serina Choi
Post Producer: Valerie Moss
Audio House: Eggplant Music + Sound
Director & Composer: Adam Damelin
Executive Producer: Nicola Treadgold
Studio Producer: Andrew Sekine
Mac Artists: Cecilia Bernasch & Pavel Petrycki
