Chief Minister, Treasury and Economic Development Directorate

OPF worked with CMTEDD in 2018 to develop a new and innovative approach to preventive health in the ACT, backed by a whole-of-city collaboration. Supported by a $4 million ACT Government commitment, the Healthy and Active Living Strategy aimed to create an environment to nurture health and wellbeing for all Canberrans. 

The approach was led by evidence, research and insights to support positive behavioural changes.  OPF undertook local, national and international research to identify best practice approaches and what was currently in place in the ACT which could be leveraged into the strategy. 

We facilitated workshops with the CMTEDD team and representatives from across the ACT Government to identify the main areas of need for Canberrans, to help remove barriers and reduce social and economic influence on unhealthy risky behaviours. Additional workshops with reference groups, collectively addressed these socioeconomic determinants of health to enable the development of strategies that will help all Canberrans to achieve better health.

OPF successfully developed a marketing strategy to enhance the promotion of the Canberra region as one of Australia’s top destinations to live and visit. Within this strategy, wherever possible, OPF proposed activities to align with current marketing campaigns to generate and maximise positive exposure to key target audiences at low or no cost.

This strategy outlined ways to entice international travellers with an interest in Australia to visit Canberra and participate in healthy and active, nature-based activities, such as cycling. It was also designed to encourage Canberrans to enjoy the options for healthy and active living on their doorstep, and to encourage their friends and family to visit and participate too.

We delivered a holistic strategy which demonstrates what healthy and active living means to Canberrans, underpinned by strong community engagement and branding to support behaviour change and promote Canberra. We were able to implement best practice approaches based off the experiences of cities and countries already leading the way in wellness specific campaigning or successful positioning strategies as health and wellbeing destinations.