The Push Play Campaign aimed to inspire New Zealanders to become more active, and to value sport and recreation as integral to their day.
It was based on Obstacles to Action, a piece of research completed for SPARC (now Sport New Zealand) in 2004.
The campaign's key audience was three groups of people identified in the ‘Obstacles to Action’ research: Support Seekers, Others Oriented and Busy and Stressed (PDF, 700 Kb)
These people were typically aged 25-50, were willing to be more active but felt they lacked time and support. They were motivated by being active with others, tended to have children but were busy with work and family commitments.
Push Play's primary audience was women of all ethnicities – as women are generally less physically active. A secondary focus was men.
You don't have to be in line for a medal to feel greatness when you PushPlay. The 2008/09 Push Play campaign celebrates sport and recreation.
We're all busy, but it's worth making time for a share of the buzz. Anyone can feel it when they Push Play.
Finishing a run without stopping, getting up that hill on your bike, hitting the perfect golf shot, scoring the winning goal – these are all moments of greatness worthy of a personal gold!
"Feel Greatness" aimed to inspire people to fit sport and recreation into their day, and to show them how. It was a campaign about real people making it work, and reaping the rewards.
The media used were TV, adshels, radio, magazines, local press, and the web.
2006 and 2007
Push Play Nation
Push Play Nation asked the public to commit to being active for longer – initially looking at 30 days in 2006, the time it takes to make physical activity a habit. In 2007 the objective was to be regulary active for longer periods throughout the year.
Active personalities Petra Bagust, Tawera Nikau, Robbie Magasiva, Maggie Barry, and Mike Chunn led the charge. They shared their tips on becoming active – on ways to fit activity around young children, ways to start walking or running, ways to keep active during a busy working day, and ways of being active with friends.
40,000 Kiwis registered in 2006 to get an activity planner and training programme.
When the going got tough, our celebrities kept New Zealand going with motivational emails. They also laid down the gauntlet to find New Zealand's most active region. Waitomo came up trumps – 5.53 percent of their residents registered for activity programmes on the Push Play Nation website. Manuwatu and Waikato followed closely behind.
In 2007 the 30-day wallplanner was swapped for a 12-month activity diary. 200,000 were given out with the help of Countdown, Rebel Sport, and Avanti.
Our celebs shared their motivational tips and activity programmes. And ACC helped with warm-up and cool-down stretches, and customised training programmes, on their ActiveSmart website.
The media used for publicity were TV, billboards, busbacks, radio, magazines, newspapers, and the web.
The star of this year's campaign was a two-tiered, colourful, cardboard wheel – otherwise known as the Activator. The Activator was designed to help people choose ways to Push Play.
The inner wheel gave ‘snacktivity’ ideas – easy ways to clock up 30 minutes of activity a day. And the outer wheel suggested ways to Push Play for 30 minutes or more.
The focus of the campaign was how easy it is to get active. It showed that incidental things like walking and talking while on the phone at work could count towards the recommended 30 minutes of physical activity a day.
400,000 New Zealanders got an activator through Push Play's 0800 ACTIVE line. Countdown supermarkets and regional sports trusts also lent a hand distributing the wheel.
The media used were TV, radio, magazines, busbacks, billboards, and the web.
2007 and 2008
Push Play Parents 2007
"Kids are born to move. To move they need you."
Push Play Parents was about the vital role adults play in helping children become active.
Aimed at parents and caregivers of 0-12 year olds, the campaign explained how important activity is for children – how it encourages children to explore their bodies, helps connect different parts of their brains, and teaches them how to be with others.
Advertising, showing a child at five different stages of his development, helped to get across the message.
200,000 printed resources and a Push Play Parents section on our website gave parents practical ideas and information on where to go for more help.
The media used were TV, magazines, and the web.
Push Play Parents 2007 Campaign Material - Download the campaign material (PDF, 181 Kb)
Push Play Parents 2008
The 2008 Push Play Parents campaign promoted the Government's new physical activity guidelines for children and young people.
The guidelines, launched in November 2007, advise that children aged 5-18 need at least 60 minutes moderate to vigorous physical activity each day - enough to make them huff and puff.
The 60 minutes can be broken into chunks. And it can be achieved though everyday activities like walking to school, playing after dinner, taking part in sports training at school, biking to the dairy to get milk, and so on.
The aim of the campaign was to make parents aware of the 60-minutes-a-day-for-kids message. It also reminded them that 30 minutes or more physical activity per day was still a good guide for adults.
By the end of the campaign, awareness of the 60 minute-a-day message for 0-12 year olds among adults was over sixty per cent.
The media used were TV, radio, magazines, and adshels.
Push Play Parents 2008 Campaign Material - Download the campaign material (PDF, 134 Kb)
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