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Following its rebranding last week, Sport Australia has launched a new multi-media campaign ‘Move It AUS’, encouraging Australians of all backgrounds, ages and abilities to become physically active and move more often.

The ‘Move It AUS’ campaign engages Australian adults to find at least 30 minutes of physical activity per day, and 60 minutes of activity per day for children.

Sport Australia (formerly the Australian Sports Commission) acknowledges that physical inactivity costs Australia more than $13 billion each year in health care costs, lost productivity and reduced premature mortality.

The Federal Government body fears that if nothing is done to curb the growth of obesity the nation will, according to one study, face $88 billion of extra health and social costs over the next 10 years.

In order to address increasingly sedentary lifestyles, the ‘Move it Aus’ campaign features a 45-second video revisiting Australia’s glory days in sporting history.

Australian Institute of Sport Chief Medical Officer Dr David Hughes said Sport Australia is calling on all Australians to find time for at least 30 minutes of physical activity per day.

Dr Hughes advised “just 30 minutes of physical activity per day reduces the risk of heart disease by 35%, helps to keep you fit and flexible, and improves overall health and wellbeing.”

Sport Australia Chief Executive Kate Palmer is confident that the new campaign will encourage Australians to put their health and wellbeing first and make incremental changes towards a more active lifestyle.

Palmer advised “recognising that we lead busy and hectic lives, the ‘Move It AUS’ campaign will raise awareness and provide useful tools to help Australians to prioritise physical activity. It will encourage new behaviours that will lead to a healthier life.”

The campaign forms part of Sport Australia’s new vision, for Australia to become the world’s most active sporting nation. The Australian Government’s target is to reduce inactivity by 15% by 2030, as outlined in Sport 2030, launched by Federal Minister for Sport Bridget McKenzie this week.

The multi-channel marketing campaign - running across television, cinema, outdoor, digital, social and other activations - launched yesterday (5th August 2018).

The ‘Move It AUS’ campaign was developed by the AJF Partnership, which was also responsible for the new Sport Australia brand identity launched week.

Images: Stills from the ‘Move It AUS’ campaign.

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