A step towards a healthier future.
Tasmania’s not-for-profit health and wellness organisation St Lukes is calling inspiring locals to take the first step towards a healthier future in a campaign via The Pangea Agency.
Drawing on human insights from research St Lukes conducted across Tasmania, chief marketing officer Kate Marshall said while most people know they should be healthier, it can be hard to act on it alone.
“We wanted to understand why people don’t always prioritise their health and wellbeing,” she said.
“We heard time and time again that people needed encouragement, accountability and a little nudge to get started.
“Tasmania’s deep sense of community is also key: strong social connection helps you to take the first step and stay motivated.
“Tasmania already has that connection, we just need to harness it and support each other.”
St Lukes has also created its own brand music, working with Tasmanian artist Eliza Bird and recorded at MONA’s Frying Pan Studios in Hobart.
‘Day One’ went to air on Boxing Day, with a full rollout across all media Tasmania-wide to follow.
The Pangea Agency founder Tim Holman said the campaign reflects St Lukes’ deep understanding of Tasmanians.
“Everything was shot locally, with Tasmanian talent and familiar places. The campaign feels authentic and relatable, and we know it will resonate,” he said.
“It was a pleasure to work on such an important campaign with such a highly talented and passionate team of professionals.”
Campaign credits
St Lukes
Chief Marketing Officer: Kate Marshall
Head of Marketing: Tim Dudgeon
Marketing Manager: Sophie Jones
Agency: The Pangea Agency
Founder / Strategy Director: Tim Holman
Executive Creative Director: Anthony Moss
Business Director: Belinda Eccles
Business Director: Pru Warnock
Art Director: Lisa Duprè
Designer: Abbey Burkitt
Production Company: Sedona
Director: Justin McMillan
Managing Director / EP: Kim Wildenburg
Producer: Ian Kenny
DOP: Joshua Lamont
Art Director: Tara Kelly
Stills Photographer: Remi Chauvin
Editor: Tim Eddy
Colourist: Fergus Rotherman
Online: Mr Fox
Sound and Music: Mosaic Music + Sound
Head of Creative: Adam Moses
Executive Producer: Bill Doig
Senior Engineer: Micheal Thomas
