Excuses. We all make them, and most of all about maintaining our physical fitness. Using this human frailty as an attention getting device, we helped develop a campaign for the City of Coquitlam to increase physical activity in the community by 20% by the year 2010. The campaign targeted specific demographic groups with images and messages that spoke to them about their specific fitness excuses. Through transit and print advertising, a dedicated web site, displays and other applications combined with a detailed calendar of events developed by the city, the program was far more successful than anticipated. Participation levels tripled expectations. Web traffic doubled goals. The campaign garnered media coverage and glowing responses from residents.
“Well, let me tell you, I was reading the local paper and came across your “A thousand excuses” campaign. This is so brilliant and sooo catchy. This one should be submitted for an award! I love it! Other communities should be so jealous of this ad. Also, I really would appreciate the phone numbers of the models as I know a gal who is looking for a husband! Thanks for making me smile, yet take notice this morning. Bravo!” — Joanne Dumas, Coquitlam resident.