THEPhysical activity is important, everyone knows it. However, its benefits do not only concern the present. Being fit today means ensuring a more serene, active and healthy old age. This is precisely the message of the campaign Make Health Last, promoted by Heart and Stroke Foundation Canadian, who invites us to immediately reflect on the importance of a healthy lifestyle: the time to build a healthy old age is now. The initiative aims above all at baby boomers over 50with the aim of stimulating physical activity and encouraging daily choices for a healthier future.
The campaign video Make Health Last
The video, lasting about a minute, uses clear and impactful language: shows the contrast between the life that elderly people want and the one they risk living if they don’t adopt healthy habits. The images compare active and happy old age with scenarios marked by illness, sedentary lifestyle and physical limitations. The effect is immediate and sparks debate, but manages to capture attention and convey an important message: moving and taking care of your health today means gaining healthy years tomorrow.
Growing old without sport
According to data from Statistics CanadaCanadians live on average about 10 years on sick leavemainly due to heart disease, stroke and other chronic conditions. The campaign therefore aims to raise awareness of the need to change lifestyle before it’s too late, providing practical tools on MakeHealthLast.ca to motivate, guide and support people to live healthier lives for longer.
A direct message to baby boomers
Many baby boomers think they have healthy habits, but the foundation’s data shows a different picture: l‘85% do not consume enough fruit and vegetables, 40% do not do enough physical activity and 21% smoke. The campaign wants to highlight this discrepancy, showing with this split screen spot the comparison between the life boomers want and the reality that awaits them if they don’t make concrete changes. The video published by the Canadian government – signed Lowe Roche – aims to stimulate immediate reflection: it is important to move now. As Monica Ruffo, CEO of Lowe Roche, points out to the Canadian press, the message shows the contrast between aspirations and reality: without concrete interventions on lifestyle, many of the baby boomers’ desires risk not coming true.
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