Sport Australia promotes catch up TV to encourage Australians to ‘Find Your 30’

Sport Australia has released a TV commercial which encourages Australians to watch catch-up TV so they can pause their program and find their 30 minutes of exercise each day.

The new campaign targets parents using a call to action which encourages mothers and fathers to prioritise their own physical activity.

Created by AJF Partnerships, a GrowthOps business, the ad titled ‘Tiny Trainers’ is the latest iteration of its ‘Move it Aus’ change campaign which was first launched in August last year.

Children are used as motivators in the ads as they deliver a message to their parents, telling them to stop watching TV and exercise.

Louise Eyres, GM of marketing, customer insights and analytics at Sport Australia, said in a statement: “We know that children with at least one inactive parent are 68% more likely to be inactive themselves. Beyond these social and wellbeing costs is an economic one. A key study predicts Australia faces $88 billion of extra health and social costs over the next 10 years if people don’t get moving.

“The campaign is essential to stemming this problem and creates a sound platform for long-term behaviour change.”

Adam Francis, founding partner and ECD at AJF Partnership, added: “When a lot of parents use the excuse that they are too busy looking after their family and don’t have the time to exercise, we thought we’d flip this and use the family (children) to persuade the parents to exercise more. Tiny trainers will persuade us to all get moving.”


  • Client: Sport Australia
    • Fiona Boughton, Deputy General Manager High Performance and
    • Participation Marketing
    • Tony Dusan, Director Participation Marketing
    • Emma Jones, Assistant Director Digital Content
    • Andrew Edmunds, Assistant Director Participation Marketing
    • Nik Hatta, Senior Digital Consultant
    • Veronica Steer, Coordinator Participation Marketing
  • Creative Agency: AJF Partnership, a GrowthOps Business
  • Media Agency: UM
    • Director: Chris Tovo

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