The Australian Physiotherapy Association (APA) is excited to announce the launch of our new consumer campaign. Allow us to introduce you to Silvia and Tim, the stars of our campaign. But first, we want to explain the rationale behind this initiative.
Behind the scenes – The objective:
Our campaign aims to create an emotional connection with consumers, driving long-term brand awareness of physiotherapy and highlighting the role of APA physiotherapists. All promotional assets will direct potential clients to our consumer website, choose.physio, encouraging them to find a physio.
The headline “Make your best move yet” is a deliberate play on words, delivering a double meaning – that choosing an APA physio is a great move and that seeing a physio means you can now move better and do what’s important to you. This campaign leverages relatable everyday scenarios, sprinkled with irreverent Australian humour to ensure it's entertaining and memorable.
Designed to address a variety of conditions, we’re developing a series of new consumer stories, showcasing a range of personal experiences and the pride individuals feel in their improved abilities, thanks to their APA physio. We'll also be updating our older campaign materials over the coming months and years to align with this campaign, so we can continue to leverage the past investment in creative work.
For now, our campaign is starting with two new stories – meet Silvia and Tim.
Meet Silvia
Silvia is a retiree in her early 70s, and a doting nana to her beloved grandson, Hugo. She loves nothing more than spending every minute she can with him. Silvia knows she's got to be in tip-top shape to keep up with the energy of a toddler, so she's been seeing her physio to improve her fitness, flexibility, strength and balance.
Sylvia's best move was seeking help from her APA physio to improve her balance and flexibility. Now Sylvia can manoeuvre around the nursery like child's play.
Meet Tim
Tim is a 31-year-old IT manager living with two of his best mates. He's super sociable, always the one to start the Mexican wave and has a ripper sense of humour. Last month, Tim injured his knee playing basketball. It took a week before he was able to weight-bear and for the inflammation to subside.
Tim’s APA physio may not be able to give him THE moves, but they have helped him recover and get moving after his injury.
Share our toolkit
We’ve created a series of assets that can be printed or shared through social channels to promote the campaign in your local area.
