Challenge

To shift the cultural focus on exercise, from transforming appearance to transforming the mind.

The Work

Influencers provoked a reaction internationally by sharing ‘before’ and ‘after’ images with little physical difference, before revealing on World Mental Health Day that the photographs were part of a campaign to highlight the transformative power of exercise on the mind.

Impact

From broadcast news to social media, the campaign fueled a global conversation and a movement to celebrate normal bodies and the mental benefits of movement.