ASICS, a global sportswear brand founded on supporting youth growth through sports, has a long embedded corporate social responisibilty into their business. One initiative they took recently was launching the “Desk Break” campaign in 2024. This highlights the importance of movement breaks during the work day to help better mantal health. This was a part of their bigger initiative called “Movement for Mind.”
CONTEXT & PURPOSE
This campaign was inspired by ASICS Global State of Mind Study 2024 which concluded that mental health begins to worsen after only two hours of nonstop work sitting at a desk. This lead to ASICS adding a new clause titled “Desk Break” which granted employees the right legally to take a 15 minute movement breaks. The campaign aimed to raise awareness about the risks of prolonged sitting and encourage other employers to add similar policies.
COMMUNICATION STRATEGY
The campaign was promoted across avenues, like video ads, social media and internal corporate communications. They used a well known actor, Brian Cox, to capture attention to the message. This might seem sort of unconventional and random but perhaps that is why it works. The video shows Cox portraying a boss who warns that “the deadliest thing in the office” is the desk. He’s also wearing ASICS’ shoes. He ends the video saying “Just move…for your mind.”
ASICS integrated this campaign into their Movement for Mind initiative, which includes other ways to improve mental health and reinforces their commitment to physical and mental health.
Here is the video featuring Cox for this campaign https://www.youtube.com/watch?v=3XFXcBdXqKE
EFFECTIVENESS of MESSAGING & CHANNELS
The messaging was clear and relatable and backed by research. By focusing on a simple actionable behavior, in this case taking a 15 minute movement break, they provided a solution rather than just raising awareness.
The choice of channels, which included the video and social media, allowed ASICS to reach both employees and the general public easily.
The timing of this campaign was initental and helped its impact and relevance. They planned this campaign to line up with World Mental Health Day maximizing the message and importance.
According to ASICS’ Global State of Mind Studyin 2024, when people added 15 minutes of movement into their work day, average anxiety levels decreased by 12% and precieved stress levels decreased by about 14%. It also increased productivity by 33% and increased focus by 28%.
ALIGNMENT with ASICS BRAND
The “Desk Break” campaign aligns very well with the ASICS’ commitment to promoting a healthy mind and body. The initiative relfects their respect for human rights and individual development by prioritizing employee well-being and mental health. It supports thir goals of having sustainable growth by encouraging healthier lifestyles overall.
Unlike other sportswear brands’ marketing that only focuses on athletic and physical health, this campiagn gives ASICS a wellness brand that shows they care about mental health and workplace culture.
OVERALL
The “Desk Break” campaign is a good example of CRS communication that effectively uses research backed messaging and cultural figure to promote mental health and movement in the workplace. It reinforces their brand values and commitment to well-being, demonstrating how CRS initiatives can create a positive societal impact while enhancing corporate reputation.
Sources
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