Premature deaths owing to non-communicable diseases account for 43% of global mortality in 2015, the equivalent of about 13 million people. The risk of dying between 30 and 70 years of age from cancer, diabetes, respiratory and lung diseases has dropped to 19% but the rate needs to go down further; in addition there are over 800,000 suicides a year. As part of SDG 3 Good health and well-being the United Nations has formulated ambitious targets to tackle this issue and exercise plays an important part in achieving this goal.
Reebok is a loved global fitness brand that has been re-inventing itself over the past few years with an affiliation with cross-fit and the Be More Human campaign. How do you make people consider fitness in an increasingly digital world? Agency Carat in Colombia was tasked to come up with a way to engage a digital audience as humans and try and instil an approach to always be active.