Carrie Bickmore fronts new Blackmores campaign asking Aussies to listen to their bodies
Carrie Bickmore is fronting a new Blackmores campaign, which encourages people to take care of themselves by getting active and listening to what their bodies need.
The campaign is the first from agency Poem, which was appointed by Blackmores as their PR and influencer agency in late 2018.
The campaign stars journalist, co-anchor of The Project and radio host, Bickmore, who was filmed during a pilates class and morning run, explaining how she listens to her body.
Bickmore was selected due to her reputation for being honest both on and off-air, Poem said. She was also identified as being relatable to the key audience for the campaign, being Australians over the age of 35.
The campaign will be executed across digital OOH, POS and activations at park run events. Bickmore will be running at the Blackmores Sydney Running Festival on September 15, encouraging other Australians to get their bodies moving.
Poem co-founder and executive creative director, Matt Holmes, said Bickmore was an obvious choice for the campaign.
“It’s a privilege to be working with such an iconic Australian brand with a clear purpose to help all Aussies be well beings.
“For this specific piece of content, we were tasked to establish the thought that most of us 35+ year-olds who are active are often in denial about how hard our bodies are working these days. In fact, most of us need a little more support. Inspired by a technique used in a UK short-film called The Runners, we wanted to explore how we might literally bring the idea of listening to your body to life in an emotive and raw way.
“Carrie Bickmore was an obvious choice to help bring this to life and her unscripted and honest account of what motivates her to keep moving and how she could listen to her body move is really resonating with our audience and earning attention.”
Ben Slocombe, marketing director ANZ at Blackmores, said: “We want to encourage all Australians to proactively keep moving now and, into the future, whilst ensuring they’re taking steps every day to look after their wellbeing. This campaign sheds light on the importance in our busy lives of regularly stopping to listen to your body, so you can continue to enjoy regular activity no matter what age you are.
“We wanted to create a campaign which our target audience can relate to and be inspired by, and Carrie is the perfect reflection of how our busy lives and active lifestyles require support and self-care.”
Mumbrella’s Health Marketing Summit will return in 2020. To be one of the first to hear about speaker announcements and the sessions which will be running, sign up below.
Stay up-to-date with Mumbrella's Health Marketing Summit
When do we reach the Bickmore saturation point of 100%?
User ID not verified.
I did PR work for a university nutritionist some years back. She told me there was a saying among nutritionists that people who take vitamins “have very expensive urine.”
User ID not verified.