YOUR NUDGE TO BUDGE

The Brief

CSSC is a unique organisation (more on that here) who care deeply about the wellbeing of those working in the public sector. 

One of the proof points of this is Active Wellbeing - a highly successful joint initiative between CSSC and the Government People Group, which has one core mission: get people moving more to improve their wellbeing.

Our brief was two-fold: inject some much-needed energy into the brand identity, then use it to launch the annual campaign - a month-long, step-based activity challenge with a target of 15,000 sign-ups.

Five years on from its launch, Active Wellbeing had far outgrown its humble beginnings and was overdue a refresh.

The Response

Wellbeing is a minefield of clichés, unhealthy stereotypes of overly-healthy people, and get- fit-quick hacks that completely miss the mark when you're trying to engage a mass audience whose first thought in the morning isn't what weight should I lift today.

We needed something way more distinct, way more relatable, and fun. Yes, you can sweat a little and enjoy it a lot. Wellbeing initiatives often take themselves too seriously, so we knew to cut through in busy public sector workplaces we would need to bring an element of surprise to the creative approach.

Enter…

"Active Wellbeing: Your Nudge to Budge."

Gone was the generic:
"Removing barriers and building confidence for a healthier you."

Replaced with the punchier and more playful:
"Budging you towards a happier, healthier, more confident you."

The tagline is at once ownable and unexpected - a genuine break from the wellness world's bland motivation-speak. It also has that down-to-earth tone, relatable enough for inactive people without alienating those already leading active lifestyles. The rhyme gives it stickiness, making it memorable in a way straight statements rarely achieve.

And crucially, it was fun, albeit with a serious message underneath - light on the surface, but with enough purpose to get people to do something with it.

Bringing It to Life

With the messaging locked, next was making Active Wellbeing visually arresting.

The previously plain logo mark evolved into our most visually distinct asset, reinforcing all the nudging and budging the campaign wanted to achieve. 

The pointed finger shape became the tap on the shoulder, the point to take the stairs not the lift. Endlessly versatile in its application, in both static and motion formats. Which is helpful, given we were trying to get people away from their desks. 

Previous campaign data showed most members joined after a colleague sent them a link via Microsoft Teams. So we designed for that exact moment - a set of fun, relatable GIFs built to nudge a colleague into joining Active Wellbeing, turning sign-up into something casual and social rather than a big commitment.

That's exactly what Active Wellbeing needed.

The Results

With a fresh energetic identity, a clear tone of voice and a genuinely fun route into moving more, Active Wellbeing is now stronger, more distinct and more engaging than ever.

Sign-ups rose 31%, from 13,000 in 2024 to 17,000 in 2025 - well past the 15,000 target. 

More people are signing up, more workplaces are getting involved, and most importantly, more people are moving. 

Active Wellbeing is no longer just a step challenge - it's a brand with a movement that continues to grow, both literally and figuratively.