Move Your Mind
A 6-week integrated social campaign encouraging adults to move their bodies for the sake of their minds — planned, designed and run solo across five channels, then measured against its own targets.
DURATION
6 WEEKS
ROLE
Strategy
Content creation
Design
CHANNELS
Instagram, Facebook, X,Website, Mailchimp
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.
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
The Goal
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.
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.
Results
Reflection
What worked
Emotional and positive captions performed better than posts that were mainly informational on both Instagram and Facebook.
Engaging with existing conversations on X helped grow followers more effectively than simply posting our own content.
Using one theme across all channels each week helped keep the campaign consistent and made content easier to plan and manage.
What I'd change
Start building the audience from Week 1 through email and cross-promotion, rather than waiting until later in the campaign.
Plan fresh content throughout the six weeks instead of using the strongest ideas too early.
Plan A/B testing from the beginning so there is enough data to understand what works and improve content as the campaign progresses.