HPA - Stop Before You start
BRAND: HPA - Stop Before You Start
CAMPAIGN PERIOD: Jan - Feb 2016
MEDIA BRIEF: HPA realised that gyms weren't only filled with super healthy people, but also those struggling with the habit of smoking. The message "All Pain, No Gain" reminded people with fitness goals that smoking will reduce their chance of success.
MEDIA SOLUTION: Utilising Ultimate Media's extensive NZ fitness network, HPA chose specific regions with high smoking prevelance. Boxing bags were skinned up to look like large cigarettes where people could literally "beat the habit". Paired with large ActiveLite and bathroom posters, this message was unavoidable.