Live Fit Foundation - PSA

This project was a public service announcement for a fictional non-profit foundation. 

Creative Brief:

Client/Assignment: 

Live Fit

Deliverables:

1 horizontal 11×17 spread

1 single/interactive page for the iPad

1 15 second storyboard

1 logo (black and white + color)

1 landing page

Product/Service:

See below.

Background: 

Live Fit is a non-profit organization that strives to raise awareness of the physical inactivity in the United States and the adverse effects that come with it. Live Fit strives to provide simple, easy tips and suggestions that people can implement into their daily lives to improve activity. Increasing physical activity has various benefits and Live Fit wants the nation to understand that. Free workshops, seminars, and classes will be periodically offered at various cities throughout the U.S., such as Los Angeles, New York City, and Seattle, to drive up awareness.

Demographic/Target Audience: 

Motivated, hard-working individuals, mostly between the ages of 18-35, that want to make a change in their daily lifestyle and improve their physical and mental health. Parents that want to keep their children physically active and healthy are also a part of the target audience.

Strategy:

The strategy is to use personal stories to show how people have made drastic changes in health. Illustrative graphics and copy that cultivate emotional and motivational responses will be used. Positive effects of physical activity and adverse effects of sedentary lifestyles will be pointed out.

Campaign Objectives:

The main objective is to drive awareness of the physical inactivity that is present in the United States and to get more people to participate in the free fitness workshops. Another goal is to have people join the initiative/organization and help get America moving.

Consumer take-away:

Consumers should feel motivated to make changes in their lifestyle, as well as others, to be more physically active.

Consumers will have a better knowledge of the positive benefits of being physically active. They will also be education on the negative effects of sedentary lifestyles.

Supporting Key Facts:

Physical activity has many health benefits. It can help people maintain healthy weights and build healthy bones, muscles, and joints. It also assists in the reduction in the risk of cardiovascular disease, type 2 diabetes, metabolic syndrome, some cancers, high blood pressure, depression, and anxiety. It also improves mental health and mood.

Mandatories:

New logo and website