Context

The Ontario Kinesiology Association (OKA) was working to increase recognition and integration of kinesiology within the broader healthcare system — including inclusion in private health benefits and insurance coverage.

Despite the profession’s proven value, kinesiology remained under-recognized and underutilized. The challenge was not just awareness, but activation: mobilizing practitioners while building broader public and institutional support.

We partnered with OKA to develop “The Kinesiology Movement” — a campaign concept rooted in a deliberate play on words. Movement, both as a physical practice and as a collective shift, became the foundation for a campaign designed to build momentum from within the profession and beyond.

From there, we created a full campaign ecosystem spanning messaging, visuals, and materials to support advocacy, engagement, and visibility across multiple channels.

Outcomes

• Developed a campaign concept that reframes kinesiology as both a practice and a movement, strengthening positioning and memorability

• Created a cohesive visual identity and messaging system that supports consistent communication across digital, print, and in-person touchpoints

• Designed a wide range of campaign assets (social media, merchandise, print materials) to help activate practitioners and increase visibility

• Supported stronger engagement from kinesiologists by providing tools and materials that make it easier to advocate for the profession

• Contributed to building momentum around the inclusion of kinesiology services within healthcare systems and insurance coverage