Sport New Zealand needed help to get Aotearoa moving again, to encourage people to shake off the time lost to Covid and get out there, be active, and enjoy themselves.
Our challenge was that physical activity was declining even before Covid, and the pandemic only amplified this issue. Between April 2020 and April 2021, the average number of hours spent being active dropped by over 15%.
To solve this we launched a nationwide campaign, and brought back a favourite slogan from 20 years ago – Push Play.
To reach key audiences, the new Push Play needed to be positive and memorable. So, we recruited the undisputed experts of being active to front the campaign – New Zealand kids.
These tamariki, full of cheek and wisdom, explained how they encouraged the adults in their lives to stay active, while at the same time showing the rest of Aotearoa how simple it can be to Push Play.
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