Lorna Jane Move, Nourish, Believe
Lorna Jane wanted to get Australian women moving. We asked research company Roy Morgan how active we were as a nation, and found that while 12 million Australians want to live more active lives, over half of those people did no exercise.
How could we highlight our activity as a nation, and encourage Australians to be more active?
Under the Lorna Jane banner of MOVE NOURISH BELIEVE, Pusher created a campaign to build an Active Nation Day, to be held on September 30.
We first took our research to the media launching a PR campaign with Lorna herself to generate mass awareness. To rally women to the cause we created a video for YouTube and Facebook that motivated users to join the movement and download a free smartphone fitness app. Fed by real-time GPS, the app allowed users to track how active they were each day, sharing it Facebook and a campaign microsite.
Through microsite data visualisations we could collectively see how active the nation was, culminating on Active Nation Day.
200,000 app downloads
#1 Health and Fitness in App Store
1.7 Million KMs tracked
115 million calories burned
290,000+ hours of activity
The WEBBY Awards – Official Honoree