Premier's Active Families Challenge

The Premier’s Active Families Challenge is part of the Victorian Government’s ‘Go for your life’ strategy and provided an opportunity for Victorian families to participate in an inclusive and achievable physical activity Challenge.

Fenton Communications worked with the Department of Planning and Community Development to research, develop and execute this behavioural change/health promotion campaign to encourage Victorian families to exercise for 30 minutes a day. The integrated strategy included: brand development; media relations; corporate and community partnerships; ambassadors; advertising (print/online/radio); website development, including online registration; marketing materials; direct mail; channel marketing, events and incentives.

In 2008, 28,000 Victorians took the Challenge, 64 per cent above target. In 2009, new elements included direct targeting of 2008 participants, a new partnership with AFL Auskick, social/online marketing tools such as an email database system and a Facebook group.  Registrations in 2009 exceeded 50,000.