The Push-Up Challenge campaign links push-up with the ability to provide life-saving mental health and suicide prevention support, via Mediahub and 303 MullenLowe.
The ‘Your push is power’ campaign, which went live this week, demonstrates that when people come together and take small actions like a daily push-up, squat or lunge – at home or in public – it can really make a significant difference and help save lives.
It features Australians of all ages and abilities taking the time to push-up at work, home, waiting for the bus, walking to school or at the beach, calling for action with the tagline “Let’s push together and push for better”.
The campaign will run nationally until the end of the annual 23-day event (June 26), across TV, OOH, radio, digital audio, display and social, and amplified through media partnerships and sponsorships.
It is the first campaign developed by 303 MullenLowe and Mediahub since the agencies jointly won the account in an integrated 2024 competitive pitch. The two agencies worked side by side as part of a full-service offering, to develop and implement the campaign’s integrated strategic plan that supported creative and media together.
To help create a community around the 2025 event, media agency Mediahub developed an audience-engagement approach that leans into the influence of media personalities to rally Australians around the cause. Included is a national sponsorship with ARN radio hosts Will & Woody, plus news readers, teamed with traditional and digital channels to build mass awareness and to support delivering registrations.
“From the outset, our goal was to create more than just an awareness campaign, we wanted to help build a national movement around mental health,” Mediahub Perth General Manager Kylie Macey said.
“Through impactful creative and the partnership with ARN and the support of radio hosts Will and Woody, we’ll tap into a level of authenticity and influence that we hope will truly resonate with Aussies. This isn’t just about doing push-ups it’s about showing up, starting conversations, and making mental health a shared priority.”
Australia’s largest mental health and fitness event, The Push-Up Challenge sees hundreds of thousands of Australians each year take up the challenge to complete a set number of push-ups that represent the number of lives lost to suicide in Australia in the most recent year of available data.
Read more at Mediaweek.com.au
CONTINUE READING
Related Articles
Here’s a selection of additional articles that may interest you. If there are industry news items, opinions or learning resources you’d like to see here, let us know.
