One of the biggest barriers to any kind of commitment to health and wellbeing is apathy. In a light hearted attempt to combat this, and have some cut-through in the usual Spring rush for gym memberships, we developed ‘Fight the Couch’. We provided people with a real incentive to get off the couch, offering a $150 local centre gift voucher to new members. The campaign involved letterbox drops, posters, counter cards and foyer displays, emails, online videos and a modal pop-up ad. And it definitely punched above its weight.