Michigan Fitness Foundation

The Michigan Fitness Foundation (MFF) works with State agencies to promote the health of Michigan’s citizens. MFF partnered with Redhead to develop an engaging, inclusive campaign to encourage parents across Michigan (particularly low-income mothers) to make small changes that would improve their family’s healthy habits. 

We developed the tagline, “Healthy choices catch on,” as well as supporting headlines to emphasize the attainability of small, positive changes. During the campaign’s launch, we implemented a two-year social media strategy with digital ads and new social platforms. For several years after, we continued to produce seasonal campaign concepts and direct photoshoots featuring local models and locations to be featured on billboards and transit ads.