Tasmania’s leading not-for-profit health and wellness organisation St Lukes has unveiled a new brand campaign – a call-to-action inspiring locals to take the first step towards a healthier future.
The campaign, titled Day One, challenges the familiar excuses that often hold people back from being healthier – too hard, too early, too cold, too expensive – and reframes the mindset.
Drawing on human insights from research St Lukes conducted across Tasmania, Chief Marketing Officer Kate Marshall said while most people know they should be healthier, it can be hard to act on it alone.
“We wanted to understand why people don’t always prioritise their health and wellbeing,” she said. “We heard time and time again that people needed encouragement, accountability and a little nudge to get started.
“Tasmania’s deep sense of community is also key: strong social connection helps you to take the first step and stay motivated. Tasmania already has that connection, we just need to harness it and support each other.”
Tim Holman, Founder of The Pangea Agency, said the campaign reflects St Lukes’ deep understanding of Tasmanians.
"Everything was shot locally, with Tasmanian talent and familiar places. The campaign feels authentic and relatable, and we know it will resonate,” he said.
“It was a pleasure to work on such an important campaign with such a highly talented and passionate team of professionals.”
St Lukes has also created its own brand music, working with Tasmanian artist Eliza Bird and recorded at MONA’s Frying Pan Studios in Hobart.
Ms Marshall said she hopes the campaign will help Tasmanians feel seen and understood and build momentum towards St Lukes’ vision to make Tasmania the healthiest island on the planet.
Day One will go to air on Boxing Day, with a full roll out across all media Tasmania-wide to follow. The film can be viewed here.
Campaign credits:
St Lukes
Chief Marketing Officer: Kate Marshall
Head of Marketing: Tim Dudgeon
Marketing Manager: Sophie Jones
Agency: The Pangea Agency
Founder / Strategy Director: Tim Holman
Executive Creative Director: Anthony Moss
Business Director: Belinda Eccles
Business Director: Pru Warnock
Art Director: Lisa Duprè
Designer: Abbey Burkitt
Production Company: Sedona
Director: Justin McMillan
Managing Director / EP: Kim Wildenburg
Producer: Ian Kenny
DOP: Joshua Lamont
Art Director: Tara Kelly
Stills Photographer: Remi Chauvin
Editor: Tim Eddy
Colourist: Fergus Rotherman
Online: Mr Fox
Sound and Music: Mosaic Music + Sound
Head of Creative: Adam Moses
Executive Producer: Bill Doig
Senior Engineer: Micheal Thomas
ENDS
For more information: Jacquie Ray, Timmins Ray Public Relations: 0429 683 779.