ASICS in partnership with Golin take a daring step towards mental health advocacy
ASICS Launches Desk Break Campaign to Boost Workplace Mental Health
ASICS, a brand known for championing mental health through movement, has launched a groundbreaking campaign on World Mental Health Day. The campaign, dubbed "#DeskBreak," aims to tackle the effects of sedentary work on mental health by legally empowering employees with a "desk break clause."
The clause grants employees the right to take 15-minute movement breaks beyond their standard breaks during the workday. This initiative is based on research showing that mental well-being declines after just two hours of continuous desk work, with stress rising sharply after four hours.
The campaign was inspired by ASICS' mission to encourage movement for mental health and their 2024 State of Mind study, which revealed a connection between sedentary behavior and mental wellbeing. The creative direction and messaging of the campaign were shaped by the scientific insights from the study, which found that just 15 minutes of daily movement can help to reverse the effects of desk work on mental health.
The campaign involved an experiment with 80 office workers across 16 countries who took this daily 15-minute break. The results were striking: a 14.7% reduction in stress, a 33.2% increase in productivity, and a 28.6% improvement in focus. Participants also reported feeling more relaxed and resilient, and nearly 80% said they would feel more loyal to employers offering such breaks.
Actor Brian Cox lent his voice to the campaign, delivering a powerful message about the dangers of desk work on mental health. The PSA features Cox playing the role of the world's scariest boss to highlight the hidden perils of desk work. The creative touches built into the film have received praise, and the response to the PSA has been positive.
ASICS is encouraging its own staff to take daily movement breaks and hopes that other businesses will follow suit. By formally recognizing the importance of movement and mental wellbeing during the workday, businesses can promote a healthier workplace culture, potentially improving retention due to increased employee loyalty.
ASICS' approach to mental health initiatives in marketing is to not just raise awareness, but to change the norm, especially with mental health. The brand's commitment to tackling barriers that prevent people from moving for mental health and democratizing exercise is evident in their actions.
The collaboration between ASICS and Golin, which began with the "Dramatic Transformation" project in 2022, showcased the effectiveness of a simple message and bold creative approach. This collaboration has been carried through in their work together on the Desk Break campaign.
In conclusion, the Desk Break campaign targets inactivity-related mental health decline by instituting legal rights for movement breaks during desk work, delivering measurable improvements in employee wellbeing and productivity, and creating positive business outcomes while fostering supportive workplace policies. The campaign is a testament to ASICS' commitment to mental health and their innovative approach to addressing pressing issues in the workplace.
[1] ASICS (2024). State of Mind Study. Retrieved from https://www.asics.com/gb/en-gb/news/state-of-mind-study/ [2] ASICS (2023). Desk Break Campaign. Retrieved from https://www.asics.com/gb/en-gb/news/desk-break-campaign/
- ASICS, a brand that champions mental health through movement, has started a new campaign called "#DeskBreak" on World Mental Health Day, aiming to combat the negative effects of sedentary work on mental health.
- The campaign includes a "desk break clause" that legally empowers employees to take 15-minute movement breaks beyond their standard breaks during the workday, based on research demonstrating the decline of mental well-being after two hours of continuous desk work.
- ASICS draws inspiration from their mission to encourage movement for mental health and their 2024 State of Mind study, which revealed a connection between sedentary behavior and mental well-being.
- The campaign results show a 14.7% reduction in stress, a 33.2% increase in productivity, and a 28.6% improvement in focus among the 80 office workers who participated.
- The media marketing efforts for the Desk Break campaign involve collaboration with Actor Brian Cox, who delivers a powerful message about the dangers of desk work on mental health.
- ASICS aims to promote a healthier workplace culture by encouraging movement and mental wellness, hoping that other businesses will adopt similar initiatives to improve retention and employee loyalty.
