Sport Australia highlights how smartphones have killed sport and encourages Australians to ‘Move It’

Sport Australia – formerly the Australian Sports Commission – is encouraging Australians to ‘Move it’ find 30 minutes to exercise a day and ‘Move It’.

The 45-second advertisements highlights what Australian sport used to look like and explains how the invention of smartphones has made people “spectators instead of participants”.

Created by AJF Partnership, a GrowthOps Business, the ‘Move It’ campaign aims to encourage Australians to get active again and part-take in 30 minutes of heart-rate-raising physical activity every day.

Louise Eyres, general manager and CMO of customer insight and analytics for Sport Australia, said it was time Australians united and put their health first.

“We know that just 30 minutes of physical activity every day reduces the risk of heart disease, osteoporosis, diabetes and cancer, so it’s an important, and fundamental message for all, and
in-particular, for young Australians.”

Adam Francis, founding parter and ECD at AJF Partnership, said statistics prove that Australia is no loner a sporting nation.

“It’s been great working with Sport Australia to develop a campaign that not only holds the mirror up to Australia’s fitness levels but also offers a simple solution to lift the nation’s heart rate.”

The campaign is running across TV, cinemas, outdoor, digital and social.


  • Client: Sport Australia
    General Manager/CMO, Marketing, Customer Insights & Analytics: Louise Eyres
    Deputy General Manager, High Performance & Participation Marketing: Fiona Boughton
    Director, Participation Marketing: Tony Dusan
    Director, High Performance Marketing: Laura Sidey
    Project Manager: Katy Everett
  • Agency: AJF Partnership, a GrowthOps Business
    Executive Creative Director: Adam Francis
    Creative Director: Glenn Dalton
    Senior Art Director: Ed Carveth
    Senior Copywriter: Brent Liebenberg
    General Manager: Jayne Brady
    Senior Account Director: Sarah Dalli
    Account Manager: Emily Howat
    Head of TV Production: Roz Ruwhiu
    Strategy: Pieter-Paul von Weiler, Jill Cummins
  • Production: Guilty
    Director: Chris Tovo
    Producer: Jason Byrne

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