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Over 6.7 million Canadians are affected by mental illness, with 10% specifically experiencing Seasonal Affective Disorder (SAD). This winter, Orangetheory Fitness Canada, a science-backed, heart-rate-based group workout program, is taking action to promote mental and physical well-being. On January 20, known as Blue Monday and often referred to as the most depressing day of the year, the brand will launch a nationwide initiative called “Turning Blue Monday Orange.” This initiative aims to empower Canadians to confront the emotional challenges of Blue Monday and encourage mental wellness through exercise.
The campaign will run from January 20 to 24 and includes over 100 Orangetheory Fitness studios across Canada. During this time, the studios will offer free classes, providing an opportunity for individuals of all fitness levels to engage in the brand's popular 60-minute group workout.
Regular exercise has been shown to increase endorphin and serotonin levels, helping to reduce stress and boost mood—key factors in supporting mental wellness. Orangetheory’s unique formula of coach-led cardio and strength training with a focus on hitting your target heart-rate zone provides participants with a science-backed way to improve both physical and mental health.
“The cold and dark days of winter can often lead to waves of low emotions, but physical activity is a powerful tool proven to energize, uplift, and connect,” says Blake MacDonald, President of Orangetheory Fitness Canada. “This campaign aims to promote movement, self-care, and social connections, and after hearing countless stories from our members who attribute overcoming some of life’s most challenging moments to consistent exercise and the supportive community found at Orangetheory, I look forward to inviting Canadians coast to coast into our studios that buzz with energy under the glow of orange lights.”
The brand’s Turning Blue Monday Orange Campaign is a true collaboration with the brand. The agency dreamed up the initial concept with the client. Since then, Nine Point has grown the idea into a multi-layered national initiative to include brand and influencer partnerships, a charity partnership and donation, membership perks, and a media and influencer event in Toronto and Montreal mid-January (ahead of Blue Monday on January 20). The event will feature a panel of experts for an important discussion on mental wellness and the role exercise plays, plus offer tools to help battle the winter blues.
Orangetheory Fitness announced a partnership with the Canadian Mental Health Association (CMHA) National, Canada’s leading charity for mental health education, services, and support to support Canadians further and build on its ongoing commitment to mental health. Throughout January and February, the brand will support CMHA’s ‘Push Up’ Challenge via various channels and donate $5,000 to support mental health initiatives nationwide.
Nine Point Agency supported the campaign with media and influencer relations, paid media, strategic partnerships, and events.
Photo Gallery:
Who's behind the Turning Blue Monday Orange campaign?
- Agencies - Nine Point Agency
- Brand - Orangetheory Fitness Canada
(click on the link to view the agency's Vendor Directory listing)
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