The New Norm

Christmas is fast approaching and I’ve yet to achieve my last year’s goals of getting fit and healthy. I must have been sitting too close to the quantitative team at The Interpreters as there’s a lot of numbers which I’ve discovered, and these should be motivating to me.

  • Australia’s population has hit over 25 million people and 29% are now obese. 
  • I know I’m not the only one sitting with remote in hand watching too much Netflix, nearly 14 million Australians have access to some sort of TV subscription.

These are staggering figures that should have me running around the park, grabbing for a green smoothie and dressing in lycra but there’s more…

  • 1 in 16 Australians experience depression and 1 in 6 suffer from anxiety, with exercise a proven remedy for mental health

Not just for my own health and wellbeing, but I should be setting a good example for my kids. 

  • The National Health Survey indicates that almost one quarter (24.9%) of children aged 5-17 years were overweight or obese in 2017-18 (17% overweight and 8.1% obese). 

Are these the numbers that I should be seeing or should motivate me; with mental health much more part of the public narrative, do we need a scare campaign? It’s over 30 years since the Grim Reaper appeared on our TV’s warning us of the deadly scourge of AIDS, depicting powerful imagery and commentary. What an impact it had; HIV infection rates fell. Or the more recent TAC advertisements ‘When you’re on the phone, you’re driving blind”. When travelling at 50km, even a 2 second glance at your phone means you’ll travel up to 28 metres blind. What will you miss?

I have fond memories of Norm and the “Life Be in it” campaign. A campaign that became one of the most recognised lifestyle messages in Australia. But that now feels a little “vanilla” and I doubt a cartoon middle-aged man with a beer belly sitting in a chair holding a can would have the same impact today. I’m looking for something between vanilla and Grim Reaper.

So looking for that middle ground between Norm and the Grim Reaper from the couch, I came across WW, formerly Weight Watchers who launched their first global ad campaign video since its complete revamp in December 2018. With its new branding and brand ambassador, Robbie Williams (former Take That and who could forget “Angels”), the campaign was created around the concept of everyone has a reason to get healthy and can benefit from living healthier. WW is now positioning itself as a wellness brand rather than solely around helping people to lose weight and reach their goals.  In my opinion, it’s a brand and a campaign that’s tapped into an insight and a need that resonates with me and no doubt, countless others.  So when I’m lying in my bed, thoughts running through my head, this might work.

My reason to get healthy is to enjoy my glass of wine without guilt, be a good role model, look after my wellbeing, keep my heart happy and stop hogging Netflix. I may start my journey with “some is better than none and more is better than less.”

By Kellie Jones

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