The challenge was to create a New Year social media campaign that was bright, bold and inspiring while not shaming people into exercising with the tired “new year, new you” rhetoric. Instead, the campaign focused on inspiring people to take little steps to start a new journey with parkrun.

The campaign needed to stand out not only from other social media posts but from other parkrun campaigns too. It was decided that illustrations, with a vibrant colour palette and stylised aesthetic, would be used to achieve this.