With Sedentary Lifestyles on the Rise in Latin America, New Campaign Challenges Women to Exercise More
Pro Mujer and ColectivoSCC Join to Launch 'Muévete Más'
March 23, 2016
Today, Pro Mujer launches its new physical activity video series, Muévete Más. Sedentary lifestyle and physical inactivity are quickly spurring the rise of obesity and preventable illnesses at alarming rates in Latin America, often affecting poor women the most. Pro Mujer teamed up with Colectivo Social Change Communications (ColectivoSCC) to design a behavior change marketing campaign challenging women to integrate more physical activity in daily routines. The official start date of the campaign is April 4th, 2016.
The centerpiece of 'Muévete Más' is a filmed two-part talk show series called Tú tienes la llave in which women discuss how the quality of their lives has improved by exercising more, inspiring others to make similar changes.
"Most women value how more exercise leads to a better quality of life. But making the decision to change can often be difficult when you work from very early in the morning to late at night and are the primary caretaker at home," said Maria Cavalcanti, Pro Mujer President & CEO. "With ColectivoSCC, we were able to communicate just how easy it can be for many women to exercise and in a way that's culturally relevant across Latin America."
"Pro Mujer understands how poverty is inextricably linked to the health of the women they serve. With them, we have an opportunity to make a direct, positive impact on quality of life in a meaningful, compelling way for women," said Carlos Moreno, President of ColectivoSCC.