According to the WHO, physical inactivity and sedentary behavior increased significantly with the arrival of the pandemic. Consejo de la Comunicación aimed to reverse this problem in our country.

In this context, “Actívate” was born. More than a marketing campaign, it was a call to action that invited people to improve their quality of life by promoting physical activity.

To make it 100% memorable, we embraced one of the most iconic pop songs as the media to convey our message, adding powerful insights into this advertising campaign that would motivate people to get active.

 Through an entertaining campaign, we managed to increase the number of Mexicans engaging in regular exercise by 7%, reducing sedentary behavior from 69% to 62%.

 Consejo de la Comunicación