We were surprised on Saturday to see a review of the complaint about our April campaign aimed at getting people more active. It was a mildly balanced article which left out crucial points made to the Advertising Standards Commission, including the fact it was charitable. So I have included the letter here;
Advertising Standards Authority, Attention Catherine Maclean
Dear Catherine,
Re Complaint about advertising
Firstly I am sorry that people have chosen to be upset by this. Our intention is never to detract people’s opinions because this is contrary to our business which is of course ‘to attract people’.
The purpose of the promotion was to use science fiction humour to increase awareness of the need to exercise.
The offer used was to trial 13 days membership for thirteen dollars with proceeds supporting charity. The promotion has ceased and I will be making a cheque out to KIDS CAN NZ of $1,000. I will also have $969 towards a ‘Tube well’ for a needy Indian village (total price for these $2300). The Kids Can money will be used for shoes and raincoats of needy families.
Helping charities is one of the key aims of Club Physical which we aim to do at least twice yearly. Late last year we paid over $4,000 to World Vision to help families gain financial independence through breeding goats.
The club has also been running the Cancer Wellfit programme in New Zealand for over eight years. This is fully paid for by Cub Physical and operates 12 months a year non-stop.
I have shared this to show that we have genuine intentions for goodwill in what we do.
Our reasoning in considering the ad
Inactivity is New Zealand’s biggest killer. Inactivity is the major contributor to obesity and Type 2 diabetes, of which NZ is a world leader. NZ is second behind America for obesity. This is putting incredible strain on our hospital systems and with the scarcity of doctors and nurses combined with the aging population the government should be aggressively looking for solutions. There is serious concern whether the NZ health system will cope within ten years due to the aging baby boomer population.
There is urgency in the level and influence of messages that are needed to generate public interest in exercising.
The government is disproportionately focussed on deaths by road accidents which affect a far smaller section of the population. In 2014 this was 253 deaths.
In contrast The University of Auckland said that in 2012 – 2500 people a year were dying as a direct result of inactivity and a further 8500 due to poor diet. (we coach both exercise and nutrition).
Further we have been told that only 54% of New Zealanders meet the minimum daily physical activity guidelines.
A significant part of our Government’s strategy to reduce road deaths has been to continuously run a variety of shock advertisements which results in people being killed; children thrown out of windscreens without their seatbelts, speedsters knocking people over.
With these ads funded by the tax-payer the government has shown through its leadership that it believes ‘shock ads’ are what’s needed to get attention with regard to life preservation and care.
Club Physical’s ad was designed to encourage people to exercise with the use of humour.
By contrast…
A few years ago I became excited about a news article covering the result of new research about how exercise renews the heart muscle.
I based a marketing promotion based on this news spending $10,000. The promotion drew virtually NO replies and taught me a graphic lesson that ‘good health’ in itself when publicised doesn’t get results and we have to search for new ways to generate action and attention.
The standards of today’s media
Almost every day I see or hear things on the media that I would prefer not to. I’ve seen what in my own opinion, has been a decline in values.
The ‘F’ word that was severely banned from all media several years back has somehow now been deemed acceptable? I cringe and feel sad and embarrassed each time this suddenly confronts me on TV or radio with my own kids in range (I have six).
Similarly, a variety of sexual acts are often thrust upon viewers during dinner time TV viewing – often too quick change a channel for children.
These are the standards of concern to me which in my opinion are where true complaints should be made.
The Club Physical ad
The ad had a caricature of flying saucers flying over a large bunch of people with one of the ‘Martians’ saying ”Quick get the fat ones first”. Copy below said ‘Avoid being chosen – 13 days for $13.
Currently Martians don’t exist so this is science fiction and should have provoked a humorous response in most because of this fact.
The total concept was to stand out from the norm and to enlist humour.
