The Opportunity
On behalf of six eastern suburb councils, the City of Unley developed a free program for seniors aged 65 plus, encouraging them to move their bodies each day for 30 minutes.
Daily movement such as daily household activities provides older people with many benefits such as helping them maintain independence, manage pain and keep socially connected.
The City of Unley required a brand identity, tagline and various communication elements to raise awareness of Daily Moves and motivate older South Australians to participate in the program.
Our Approach
The project started with a brand workshop where we formulated:
- The needs of the older community
- Brand personality
- Tagline and positioning
- Marketing communications recommendations to reach the target audience
The brand identity needed to be bright and fun, depicting movement in an inspiring yet achievable way. It needed to resonate with older people and set it apart from other programs for this age group. It also needed to appeal to diverse cultures and attract those with long term conditions who would benefit the most, while ensuring the broader catchment was clearly communicated.
The key aspects of the new brand identity included:
- A new tag line – ‘every day, your way’ which reinforced the objective of the program and empowered older people to incorporate movement into their day, in their own way
- Copywriting support
- Stepping stone graphic in a vibrant and positive colour palette, depicting slow movement, one step at a time
- A contemporary, bold and accessible typeface suitable for the older demographic
- The design of a series of illustrations of older people undertaking daily activities
- Photoshoot which captured people getting their daily exercise, e.g. gardening with the grandchildren, at the café and dancing
We conceptualised and managed the roll out of the brand identity across the following project elements:
- Corporate stationery
- Merchandise including canvas bags
- Pull up banners
- Collateral including fact sheets, posters, brochures, workbook
- Digital content (EDM, social media templates)
- Video animation
The Outcome
Since launching Daily Moves, it has achieved:
- Sign up of more than 350 older residents, tracking ahead of their annual target of 800
- Reaching different cultural backgrounds with 25% of the participants not born in Australia
- Sign up of those with pre-existing conditions, with 20% having two or more long term conditions
- Broad reach, with participants, who are an average age of 75, evenly spread across the council area
Following the successful launch, the program coordinator Alyssa Hill said “we love the Daily Moves branding. It is friendly, flexible for different applications and our marketing collateral sounds out from the rest.”
She noted they’ve received a lot of compliments from participants and stakeholders who “love it as much as we do”.
