ASICS and Golin take a daring stride towards mental health awareness
ASICS Launches Desk Break Campaign to Promote Mental Health in the Workplace
ASICS, a brand known for championing mental health through movement, has taken a significant step to tackle the issue of sedentary behaviour in the workplace and its negative impact on mental health. The brand has launched the #DeskBreak movement, a campaign that encourages workers to take physical activity breaks during the workday.
The campaign, which was unveiled on World Mental Health Day, is based on a large study conducted by ASICS called the 2024 State of Mind study. The study involved 26,000 participants globally and found a connection between sedentary behaviour and mental wellbeing. The results showed that mental well-being declines after two hours of continuous desk work, with stress intensifying sharply after four hours.
To demonstrate the benefits of regular movement breaks, ASICS ran an experiment with 80 office workers in 16 countries. The results were striking: a 14.7% reduction in stress, a 33.2% increase in productivity, and a 28.6% improvement in focus. Participants also reported feeling more relaxed, resilient, and nearly 80% said they would feel more loyal to employers offering such breaks.
The campaign also features actor Brian Cox, who plays the role of the world's scariest boss in a Public Service Announcement (PSA). Cox subverts his usual persona to advocate for mental health, encouraging workers to take movement breaks during the day.
ASICS is not only encouraging its own staff to take daily movement breaks but is also offering this to other businesses. The brand has introduced a legal framework for workers to implement movement breaks in their workplaces, known as the Desk Break Clause. This clause provides a legal framework for workers to take 15-minute movement breaks during their workday, beyond standard breaks.
The collaboration between ASICS and creative agency Golin, which started with the 'Dramatic Transformation' project in 2022, has carried over into the current campaign. The insights from the State of Mind study shaped Golin's creative direction and messaging for the campaign.
In summary, the ASICS Desk Break campaign promotes physical activity in the workplace by:
- Establishing a legal right for employees to take 15-minute movement breaks beyond standard breaks.
- Supporting these breaks with data and experimental evidence showing mental health and productivity benefits.
- Using high-profile advocacy to encourage uptake.
- Positioning these breaks as essential to reducing stress and improving mental well-being, focus, and resilience at work.
This approach directly addresses the mental health decline linked to prolonged inactivity in office settings and reframes movement breaks as a workplace right rather than a luxury. The goal of the campaign is to encourage people to take daily movement breaks during the workday for their mental health and challenge corporate working culture to take employee mental wellbeing seriously.
[1] ASICS Press Release [2] Golin Press Release [3] Mind Charity Statement
- ASICS, a brand focused on health and wellness, including fitness and mental health, has launched the #DeskBreak movement, encouraging workspace employees to take regular movement breaks for improved mental health.
- The campaign, based on ASICS' 2024 State of Mind study involving 26,000 global participants, emphasizes the negative impact of prolonged desk work on mental well-being, with declines after two hours and intensified stress after four hours.
- The movement's benefits were demonstrated through an experiment with 80 office workers in 16 countries, showing a 14.7% reduction in stress, a 33.2% increase in productivity, and a 28.6% improvement in focus.
- To increase awareness, ASICS enlisted actor Brian Cox to star in a Public Service Announcement (PSA), where he advocates for mental health and encourages movement breaks during the day.
- ASICS is further supporting businesses by offering a legal framework, called the Desk Break Clause, allowing employees to take 15-minute movement breaks beyond standard breaks, backed by data and experimental evidence.
- The collaboration between ASICS and creative agency Golin continues, with insights from the State of Mind study shaping the creative direction and messaging of the current campaign, aiming to promote a health-and-wellness-focused business culture that takes mental well-being seriously.
