Move Your Mind
A 6-week integrated social campaign encouraging adults to move their bodies for the sake of their mind.
DURATION
6 WEEKS
ROLE
Strategy, content & design
CHANNELS
Instagram, Facebook, X, Website, Mailchimp
The Goal
Almost 55% of Australian adults don't meet basic physical activity guidelines
and the research kept saying the same thing back: movement is one of the more reliable, low-cost ways to support mental health. Move Your Mind was built to make that connection feel personal rather than clinical.
I planned, designed and run solo across five channels, then measured against its own targets.
6 weeks, educate and encourage adults aged 18–45 to build regular movement into their routine, framed around its effect on stress, anxiety and mood — delivered through Facebook, Instagram, X, a companion website and email.
Why this, why now
55%
of adults don't meet the recommended physical activity guidelines
Dept. of Health & Aged Care, 2024
47%
of employed adults describe their workday as mostly sitting
ABS, 2022
20%-30%
lower risk of depression and dementia for adults active daily
Mental Health Foundation, 2025
9th
leading preventable cause of ill health is physical inactivity
AIHW, 2024
Strategy
Each platform got its own SMART goal rather than a copy-pasted one — Instagram carried the emotional, visual storytelling; X handled real-time, bite-sized check-ins; Facebook and the website did the slower, longer-form community building; Mailchimp closed the loop.
Emotion led visuals
3 posts, 1 reel, 1 carousel & 2 stories a week. Target: +30 followers, +150% reach vs. Week 1.
Community & longer-form
4 posts a week for an older 18–45 audience. Target: +5 followers, 15 engagements a week.
Mailchimp
Weekly newsletter
1 wellness email a week. Target: +3 subscribers, 25% open rate.
X / Twitter
Real-time check-ins
7 posts a week, engaging 5+ community posts. Target: +10 followers, 3+ replies a week.
Website
Central hub
1 blog post or resource a week. Target: 10 unique visitors a week, 5% engagement rate.
Campaign arc
6 weekly themes
Move for Your Mind → Breaking Barriers → Mood & Movement → Time to Move → Food, Fuel & Fitness → Keep the Momentum.
Reels · Carousels · Stories
The primary storytelling channel. Image posts paired with affirmation-style captions, a weekly educational carousel, and mood-check-in stories.
Facebook & Website
Community · Blog
Longer captions and a weekly blog post gave the campaign a home for people who wanted more than a scroll-by.
X & Email
Real-time · Newsletter
Short, conversational posts on X for daily check-ins; a warm welcome email to onboard new subscribers.
Key Feature
Fall Detection
Detects sudden impacts and identifies potential emergency situations.
Gentle Guidance
Uses light, sound and haptic feedback to communicate risks.
Gentle Guidance
Uses light, sound and haptic feedback to communicate risks.
Environmental Monitoring
Tracks moisture, temperature and environmental conditions within the bathroom.
Routine Scheduling
Allows users to create and manage personalised daily routines and reminders.
Gentle Guidance
Uses light, sound and haptic feedback to communicate risks.
User Testing
Prototypes
We tested the DUCKYS concept with older adults to better understand how the system might fit into real daily routines.
Testing revealed that participants were highly aware of bathroom safety risks and appreciated technology that could support ageing in place.
However, convenience and simplicity were essential.
Several participants felt that carrying an additional handheld device could become inconvenient, while others already relied on familiar technologies such as an Apple Watch for emergency alerts.
Participants also emphasised the importance of large buttons, clear interfaces, reliable emergency responses and minimal maintenance.
by 2030
one in five
participants
Overall Usability Score
5
4.6 /5
WHAT WE LEARNED
Familiar technology influences adoption
Some participants already used devices such as Apple Watches for emergency alerts.
This helped us better understand that DUCKYS needed to offer value beyond traditional fall detection.
Prevention creates an opportunity
While many wearable devices react after an emergency, DUCKYS explores environmental monitoring to identify potential risks such as wet floors and changing humidity.
Portability needs improvement
Participants raised concerns about carrying the DUCKYS Companion while completing bathroom routines.
Future development could explore wearable options and flexible docking systems.
Future design direction
Participants appreciated the environmental monitoring system and the ability to share alerts with caregivers, providing greater peace of mind. They also found the Control Panel intuitive and easy to navigate. However, many participants already used an Apple Watch or emergency alert pendant and felt that carrying the DUCKYS Companion would be inconvenient. This highlighted an opportunity to integrate the system with existing devices while using the DUCKYS app as the central control hub.