In a bid to encourage Australians to stick to their New Year's resolutions, global nutrition and food tracking app, MyFitnessPal, recently staged a brand takeover at Coogee beach in Sydney's Eastern suburbs.

The campaign, executed in partnership with Icon Agency and Gambit Collective on 8 January 2024, saw messages of encouragement displayed on the beach's rainbow steps for a day, promoting the idea of taking small steps towards health goals.

This initiative is part of a broader integrated communications strategy to promote MyFitnessPal's free 7-day 'Small Steps, Big Wins' plan. Developed by nutrition experts at MyFitnessPal and actress Kate Hudson, the plan offers tips and recipes and is being promoted at a crucial time in the calendar year for health and fitness.

Research conducted by the campaign found that 10% of Australians abandon their New Year's resolutions after the first week of January. The campaign, therefore, aims to help Aussies develop small, sustainable changes that can build over time into significant changes.

"Making a small swap to lessen sugar or increase protein at breakfast can ultimately lead to losing or maintaining weight, feeling stronger and more energetic," said Vice President of Global Marketing, MyFitnessPal, Amanda Mahan.

The campaign includes a phased media relations program, media ambassadors, social media content, and sponsored content. Passers-by could interact with the signs via a QR code linking to more information on the 7-day 'Small Steps, Big Wins' plan.

This marks the second year of partnership between Icon and MyFitnessPal.

"With its mission to help Aussies achieve their long-term health goals, whatever they may be, this campaign was the perfect fit for a purpose-led approach synonymous with the work we do at Icon Agency," said Sian Evans, Senior Account Director at Icon Agency.

"Despite Aussie's best intentions, we know that maintaining New Year's resolutions is difficult. MyFitnessPa's free plan was designed to be approachable and help people without the need to overhaul their lifestyle. So together with the MyFitnessPal team, we created a campaign that encourages Aussies to re-think their resolutions and instead focus on developing healthier, long-term habits."

Since 2005, MyFitnessPal has empowered over 200 million users in over 120 countries to log food intake, record exercise activity and weight, track wellness habits, and achieve their health and fitness goals. This campaign is another step in its mission to help people make small, sustainable changes towards a healthier lifestyle.