More than 80% of adolescents worldwide are not active enough, putting their health at risk by sitting focused on a screen rather than running about, say World Health Organization (WHO) researchers (2019).
The objective is a long term one and a very hard to get one: influence teenagers' behavior in order to integrate more physical activity/ sport/ movement in their routine.
TARGET: Core target: Romanian teenagers, 12-18 y.o.
Broad target: Romanian 12-25 y.o. (Gen Z)
81% are playing games online, with an average of more than 7h/week. (Newzoo - Consumer Insights Report 2021)
So, they are not into sports or other physical activities/movement. But they are into playing online (next to digital socializing and listening to music - 99firms.com, 2022).
If we want to influence their routine, we can't just TELL them to be more active.
We have to DO something that makes them MOVE.
Enter their gaming world with a 'playground' where they have to get out of home and MOVE.