A Safer Spin: Promoting Safety in Spinning
A non-profit public health & safety campaign to raise awareness of exertional rhabdomyolysis among beginner spin-goers and promote safety measures.
Client:
Categories:
Art Direction
,
Campaign
Year:
2023
KEY METRICS
Total Instagram impressions
Instagram followers
Campaign reach from campus roadshows
With the rise in popularity of spin, there was a increasingly worrying number of cases of spinning-induced exertional rhabdomyolysis (SER) in Singapore.
However, we realised that it had become a taboo topic in the spin community: Studios didn't want to acknowledge it in fear that it would push people away, but in turn, people would be more likely to injure themselves without adequate knowledge.
KEY INSIGHT
We had to remove the fear factor and shift the focus away from "preventing SER" to promoting spin as a fun and effective way to kickstart their fitness journey.
KEY CONTRIBUTIONS
Art Direction
Established overall art & creative direction of campaign: Safety orange and space cadet as the main colours, an eye-catching orange contrasted against a sense of safety from the navy blue.
Bold, loud text for headlines, complemented with handwritten and scrapbook elements to make our campaign messaging more approachable and less clinical.
Social Media
Planned and executed social media strategy on Instagram, from content planning, designing and executing. I also executed our media buy strategy via Facebook Ads to extend our reach and promote our giveaways, as well as on-site roadshows on university campuses.
Graphic Design
Designed all digital and print assets used across our campaign deliverables, such as social media assets, roadshow banners and prints, gift pack stickers and cards, as well as sponsorship presentations and partnership collaterals.
Partnerships
Established partnerships with relevant brands to support our campaign efforts and boost our campaign scale within a limited budget.
We partnered up with local spin studios SPYN and XYCO for our research efforts and to provide first-timers at our roadshows a chance to try spinning, under special guidance with "A Safer Spin" tips.
We also connected with activewear brands Mulawear and Under Armour for social media giveaways, and with Zeste and Cloversoft for gift packs for our participants and roadshow attendees.
As a final push for our campaign, we linked up with SingaporeLand to host a spin event UIC Building, further expanding our campaign reach to office workers around the area.
Team:
Wee Hong Liang (Strategy, Research & Finance)
Nicholas Chia (Copywriting & PR)
Audrey Chew (Social Media & Strategy)
Sophenia Siew (Social Media, Graphic Design & Partnerships)
