Dags in Drag

On the eve of the Rugby World Cup (Which All Blacks coach Graham Henry fully expects our boys to win) SPARK launches a campaign to encourage 18 - 25 year olds to be more active.

A curiously rudderless strategy. Encouraging participation by txting invented urban sports 'ideas' seems to me to simply reinforce remote, passive behaviour. What exactly do you expect people to do. What behaviour change are you promoting?

Too hard. Pass the KFC…and I'll have another Red Bull while you're at it.

Bottom line.
Clever executions don't necessarily make good ideas.


  1. This campaign will get people involved.

    Invent a sport, sms us etc.

    Will it get them off the couch?

    I very much doubt it.


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