Planet Fitness
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Planet Fitness *
Create the next chapter of the Planet Fitness Judgment Free Zone — a partnership with the Boys and Girls Club of America to combat bullying.
the ask:
The problem isn’t bullying, it’s a lack of outward kindness. Acts of kindness are the new version anti-bullying campaigns.
the strategy:
Two intern teams pitch their own solutions to the ask. Concepts were well-received with possible future client implementation.
the idea:
my role:
Video Production & Strategy
“HAVE YOU SEEN AN ACT OF KINDNESS TODAY?”
This video showcases the heart on our campaign’s sleeve: kindness. It also exposes the glaring lack of kindness in our everyday lives. After surveying over 100 people, we decided the most impactful way to prove our insights was to show them in action. We spoke with Barkley employees about their take on kindness and captured their responses on camera to help drive the powerful narrative of our campaign.
The insight? Bullying was expected, but kindness was unexpected. Our campaign sought to rebalance the story and introduce kindness — an action — as the new anti-bullying.
