In order to cut through, GEN-PEP needed to have very strong message and an interesting take that could earn the coverage needed to make people understand the seriousness of the issue. By asking Professor Stephen Hawking, by many considered to be the smartest man alive, who is also involuntarily sedentary, GEN-PEP managed to get the editorial coverage needed to get our message through.

The PSA was first launched with Swedish leading publication Aftonbladet, guaranteeing national attention. On the same day, Professor Stephen Hawking shared the film on his Facebook page, which helped the film and the message resonate on a global level though contacted influencers, resulting in global coverage of GEN-PEP’s message by top tier publications e.g. Daily Mail, Huffington Post UK and US and The Telegraph.

The campaign resulted in more than 470 news articles around the world about the risk of sedentary lifestyles, including coverage in top-tier publications such as The Independent (UK) and Huffington Post (De).

The potential reach of those articles were 2.380.000.000 and with an earned social media coverage of 35.200.000.

And more than 20 New partners for the organisation GEN-PEP.