The health sector was chosen for this brief and the problem of mobility was looked at. I wanted to create a fun and educational way to promote mobility. Mobility is a very important aspect of Fitness but is unfortunately overlooked more often than not. By using the Virgin Active app, I envisioned an add on to the app where users would be rewarded for doing their mobility exercises, and educating them about the importance of joint health. The app rewards users for doing their mobility exercises and taking care of their joints through points and cash back rewards. To launch this app the campaign, “Move, with Meaning” was created, playing on the ideology behind mobility where you need to take care of how you move for muscle and movement longevity The campaign, includes print and digital media that promotes the app and makes users aware of the rewards structure.