The Ukubona Change Creates psychology tackled a tough challenge recently:

Getting inactive Dutch people off their couch.

Ukubona was contracted to reposition a Dutch government-sponsored initiative to get the less active off their couches.

With numerous similar attempts not succeeding, Ukubona had to approach the need differently and applied our Change Creates psychology to initiate an environment of understanding, rather than an environment of pressure.

So how DO you get someone off the couch and into an exercise program? The immediate response seems to be to get the person excited about exercise and fitness. Ukubona went in the opposite direction, where our approach looked at connecting with these people:

"No, don’t get up; just stay on the couch where you’re comfortable!“

From our perspective, approaching the challenge from this angle is all about turning negatives into positives. Start by getting the person interested before you drag them out of their comfort zone. If someone is lazy, go to them instead of expecting them to come to you.

This vital first step sits behind much of the branding rationale.

We used non threatening colour for areas of the site used by beginners (green), warmer friendlier colours for intermediates (yellow) and vibrant colour for those wanting to take their exercise lifestyle further (orange).

We focused on making the layout in all areas simple, easy, friendly and above all; fun.

But it all starts with the beginners – what we call the Green Dream:

Getting fit without lifting a finger (or spilling your beer). Starting something has never been easier…

Our brand identity was so well received that we were requested to assist in developing the overall brand / marketing strategy for the initiative.

We looked at the various available media channels, like the weekly TV documentary, radio, web, print and word of mouth and linked these to the various mind-sets. What could be seen as surprising from a Digital Media company was that we valued TV (and not web) as the primary medium to target the inactives.

Event sponsorships, individual initiatives and volunteers (ambassadors) were seen as another key element to the initiative, which is supported by the 12 Dutch provincial sport councils.

The initiative clearly has very efficient distribution channels at its disposal and will be officially launched in September / October.

The interim online presence can be previewed on www.sportshake.nl so crack open a cold one, grab some couch, and prepare for change!