Reinvigorate a 24 year old campaign. Nearly a quarter of a century into this long-term gut health focused campaign, the brief from campaign funder Yakult, was to drive engagement, keep the topic fresh, and help people prioritise gut health self-care by understanding it’s vital role.
The gut is the largest component of the body’s immune system and even has its own brain. This is why it is important to look after it by doing things like eating well, exercising regularly, and getting enough sleep. Telling an expert led story for credibility, raising awareness of this, and for driving behaviour change was therefore a key objective.