Virgin Active's New Campaign
Virgin Active launched a new campaign, Leave the Cult, Join the Club, created by We Are Pi, to coincide with World Mental Health Day.
The campaign challenges toxic fitness culture, asking if the wellness industry is making us unwell. It features tongue-in-cheek messages that turn fitness mantras on their head.
The goal is to encourage people to swap performative self-improvement for a more balanced and kinder approach to fitness.
Is the wellness industry making us … unwell?
The campaign was launched alongside London's Royal Parks Half Marathon, promoting a more realistic and compassionate approach to fitness.
Author's summary: Virgin Active's new campaign challenges toxic fitness culture.