Philly Powered
Philadelphia Department of Public Health
Powering a citywide fitness campaign.
Gold ADDY Award, 2015
If Philly is one thing, it's real—and the Philly Powered fitness campaign took that to heart. No all-star athletes or fitness models, just real Philadelphians getting active in ways that work for them.
In addition to tv, outdoor, and print advertising, the Philly Powered media plan used digital advertising as a tool for equity. We used geo-targeted Facebook ads to highlight free and low-cost fitness opportunities across the city, all within walking distance of the viewer.
Words and voiceover by Philadelphia-based poet, Nina “Lyrispect” Ball.
Representation is motivation.
Too many people don’t see themselves reflected in the media. This is even more true when it comes to the fitness and wellness industries. But even back in 2015, we knew that real models make the best role models. And that fitness is as diverse as our city.
Learn more at phillypowered.org.
PRODUCER | MEDIA PLANNING | DIGITAL ADVERTISING
Building a movement for movement.
Local statistics were used to amplify the urgent message of Philadelphia’s inaugural Health Justice Summit in 2018.
CREATIVE DIRECTION | COPYWRITING
