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The Power of Advertising

The Power of Advertising

Advertising is part of our everyday lives, it shapes our society in a way that no other media medium does. Conveying one simple message; you need this product. We are shown campaigns which actively instil in us that we will look better, feel better and perform better in our lives if we purchase them. Adverts are so effective, because their images show lives being transformed and are, as a result, enviable to others. 

The advertising industry underwent a huge transformation with the emergence of the internet and social media threw brands into unchartered territory which was largely mis-understood. Some predicted that the social media revolution would lead to ad agencies becoming irrelevant. What happened next, was surprising to many. Corporations are now relying heavily on advertisers to reach a younger demographic who watch far less television than their parents generation. FCB Inferno are a company which capitalised on this unchartered territory. Launched in 2000 as the internet was emerging, this company was more agile than older agencies, allowing it to keep up with trends. 

FCB Inferno, are a great example of how advertising works in the wake of the emergence of the internet and social media. One of their most recent campaigns for Sport England has taken the UK by storm. With over 11.6 million views in 10 days, the ‘This Girl Can’ campaign has generated massive amounts of interest. This advertising campaign is unique in the way that it is not selling a product, it is selling confidence and self esteem. The project, tasked by Sport England aims to tighten the gap between the numbers of men and women working out. Sport England carried out research and found that almost 2 million fewer women are active than men, however 75% wanted to do more. Such a disparity between the sexes doesn't exist in other European countries, so why in the UK is it such a huge gap? Through Sport England’s research, there was one resounding theme surrounding the lack of exercise; judgement. Fear of being judged for being the wrong size, not being fit enough or not being skilled enough were common worries. It is the fear of not being good enough which many women identified with. This is where FCB Inferno have once again shown their abilities. The campaign went viral very quickly and has been endorsed by sporting personalities such as Clare Balding, Dame Kelly Homes and Sally Gunnell.

With more than 280k followers on Facebook and Twitter, 200,000 interactions and 25 million campaign views, this is the perfect example of how advertising has not only grown awareness but has also been a huge success. Their mission was simple; encourage women to feel great about getting sweaty and exercising and smash the prejudices about women in sport. Nice Work FCB Inferno & Sport England, this is a very positive and important step!

Check it out, it's pretty awesome. 

http://www.thisgirlcan.co.uk

https://www.facebook.com/thisgirlcannottm

 

Written by

Katherine Thomson

Top apps to manage your health

Top apps to manage your health

To celebrate World Health Day, i’ve assembled a list of 10 of the best health managing apps for you to take a peak at.

So, in no particular order…

10 – Argus – This app is an all in one activity tracker and food diary. Without compromising your privacy, Angus is designed to monitor your lifestyle using mobile computing. Designed beautifully, this app makes lifestyle tracking easy with a honeycomb layout displaying all information tracked from your day, including your food and water intake, exercise, sleep duration, step count and heart rate.  Argus calculates your active calories compared to your resting calories, allowing you to see how many you have burnt through exercise alone and how many you have burnt by simply functioning.

9 – Yoga Studio – This app makes Yoga accessible from wherever you are! Whether you’re in your home, in the park or even waiting for your train (if you’re particularly eager). Yoga studio puts the power of yoga into your hands at a time when it’s convenient for you! For £2.99 this app includes 24 hours of ready-made HD video classes to allow you the freedom to choose the workout you want to do. Perfect for beginners all the way through to experts, if Yoga is something you want to try or something you’re proficient in, this app is the perfect yoga companion for you. (I think I’m going to have to download it myself.)

8 – Headspace – ‘Your Gym membership for the mind’. This app uses meditation and mindfulness to help you live a healthier and happier life. The app works on a subscription basis, which opens up hundreds of hours worth of Headspace content, with guided and unguided exercises at varying lengths to fit around your lifestyle. The app offers a free program designed to help you learn the basics of meditation and mindfulness in ten-minute sections over a ten-day period, just to make sure it's right for you.

7 – Zombies, Run! 3 – Yes, this app is exactly like it sounds, running from zombies (well, imaginary ones) for fitness. With over one million users, this app is a popular choice for those wanting to run further and faster. Ideal for both beginners and practiced runners, if you like the thought of being spurred on to run by a horde of Zombies then this app is probably the one for you. The app works through your headphones while you’re running to create a zombie scenario in-between your own customised playlists as you earn critical supplies for running further and faster. The app allows you to build your own base, which your supplies help to sustain.  

6 – Fitstar  - This app basically transforms your phone into a personal trainer. The developers of this app understand the difficulties of working out around work and other commitments and so have designed an app which enables the user to fit exercise in around other activities. Fitstar allows you to rate your workout on level of difficulty, which allows the app to show you new fitness sessions to help you progress and improve without getting bored of the same workouts over and over again. Another member of the Fitstar family is ‘Fitstar Yoga’, which works in the same way as Fitstar personal trainer except with yoga.

5 – Lumosity – Developed by Neuroscientists, this app is for Brain health and memory. It designs special programs, targeting the abilities important to you, such as problem solving, attention span and memory. Lumosity lets you track your progress over time to see how your brain workouts are improving and allows you to compare your results to people similar to you.

4 – MyFitnessPal – This is a simple to use platform to track your daily food intake. It’s a great tool to be able to count your calories and the app calculates your daily intake allowance based on your height, weight, and if you would like to lose, gain or maintain your weight. The app works with your phones camera to scan barcodes on food you eat to show you all the nutritional information and allow you to add it to your diary. As well as adding foods by barcodes, many restaurants have their nutritional information on the site and you can add your own meals too. Recent foods display in your breakfast, lunch, dinner and snacks categories for ease of selecting frequent foods. The app allows you to add your friends who are also on the app and track your weight over time.

3 – Nike+ Training Club – This app is your very own personal trainer in the palm of your hand. The app allows you to select your fitness level and then creates a workout plan to work for you. Aimed at helping you to achieve your goals, whether you want to get lean, toned or build strength. Your motivation isn’t likely to dip from this app, as you are able to add your friends and connect with the Nike training club community, which shows you a newsfeed worth of other people’s workouts to spur you on.

2 – Map my Fitness – Using GPS this app tracks your activity route. With pre-programmed routes around your location you have the option to follow a planned route knowing the time and distance you want to travel. This isn’t just an app that tracks when you have signal though. Even if your GPS fails while you’re out and about, your route will still be tracked and your calories burnt will still be counted (trust me, I’ve been there). If you’re looking for a complete app with the ability to log foods, create training routes and connect with your friends, then this is the app for you.

1 – Sickweather – Want to know what illness is troubling the area where you live to better your chances of not getting it? Well, believe it or not, you can. The Sickweather app takes public information from Facebook and Twitter when people post updates with their location on such as ‘This flu is horrible’ and translates it into a sick bubble around the area they live to build up a picture of what illnesses are going around different areas, even traceable to the street where they live. Alternatively you are also able to report how you’re feeling anonymously to report symptoms or illnesses. 

Written by

Katherine Thomson