Virgin's powerful new billboards turn fitness advertising on its head

""We recognise that many people are tired of chasing wellness ideals that feel unattainable or don't fit their lives,""

""With this campaign, we want to inspire people to approach their fitness with curiosity and a sense of kindness towards themselves.""

""Wellness looks different for everyone, and it's madness that the loudest voices in fitness still sound like drill sergeants. It takes a brave client to turn that on its head - but by using humour instead of pressure, Virgin Active is helping tackle the toxic messages that have become the norm in the wellness industry,""

Virgin Active launched a minimalist billboard campaign across the UK that rewrites aggressive fitness mantras into affirming messages. The campaign appeared around World Mental Health Day and the Royal Parks Half Marathon and was created with We Are Pi. Bold copy transforms phrases like "no pain no gain" into progressive messages that emphasise gain and positive reinforcement. The creative uses the mantra 'Leave the Cult, Join the Club' to encourage curiosity, kindness, and inclusivity in fitness. Executives note the aim is to counter toxic wellness ideals with humour, accessibility, and a focus on sustainable self-care.

Read at Creative Bloq