If content production counted as cardio, we’d be in excellent shape.
Health and Wellbeing Queensland (HWQld) is Queensland’s dedicated prevention agency, helping people eat well, move more, prioritise their wellbeing and build healthier behaviours through practical tools, advice and programs.
As part of a website review, HWQld set out to procure a supplier to expand its library of free exercise and workout resources, giving Queenslanders more ways to get active at home.
After winning the contract, The Content Division took on the sizable job, helping to develop, plan, produce and deliver a new library alongside HWQld’s in-house physical activity experts. The project included exercise development, copywriting, photography, video and all the production wrangling required to get it over the line.
The challenge
HWQld wanted exercise resources that could work for Queenslanders across different ages, locations, financial circumstances and fitness levels.
In practical terms, that meant creating exercises and workouts people could actually do at home, with little or no equipment and without needing a gym membership, specialist program or a room full of gear.
The expanded library also needed to cater to different health goals and fitness levels, while being more accessible to people living with pre-existing health conditions.
Representation mattered too. HWQld wanted people of different ages, body types and cultural backgrounds reflected throughout the library, helping more Queenslanders see physical activity as something that could work for them.
The new resources needed to expand the existing library without doubling up, sit naturally alongside HWQld’s established material, and meet the standard of its website, all within a tight production schedule.
No sweat.
Our approach
Before anyone stepped in front of a camera, we worked with qualified physiotherapists, exercise physiologists and yoga instructors to develop the new exercises.
Together, we built out 41 exercises and 15 yoga poses across several categories including stretching, balance, strength, posture and cardio, along with suitable warm-up and cool-down activities. We also designed a new low-impact exercise guide to add to their suite of workouts.
Each exercise had to be achievable at home with minimal equipment, and distinct from the exercises already available on HWQld’s website. Once approved, descriptions were developed within HWQld’s existing templates, and reviewed and edited by our team for consistency.
Then came the logistical workout.
We developed detailed shoot plans and run sheets for three full shoot days across two locations, sourced eight hero talents and coordinated two qualified instructors for the workout videos.
The casting reflected HWQld’s focus on inclusion, with a diverse mix of everyday Queenslanders aged roughly 30 to 60. Styling got the same level of attention. Approachable activewear, block colours and sun-safe clothing helped make movements easy to follow, while conspicuous branding, jewellery and luxury accessories were kept out of frame so the finished material felt practical and relatable.
The first two shoot days took place in a studio, where we captured each exercise as both moving and still imagery. For the third shoot day, we traded the studio for an everyday living room and backyard.
There, we turned HWQld’s existing written workout guides into four follow-along videos led by qualified instructors.
Post-production was designed to give HWQld plenty of flexibility. Exercise videos and stills were keyed onto transparent backgrounds so they could be used across different digital environments, while the workout videos were supplied both with and without music and animated graphics.
The result was a bank of assets ready for the website, with enough flexibility to be adapted for other channels too.
The results
By the end of the project, HWQld had a considerably bigger exercise and workout library, including:
- 41 new exercises and 15 new yoga poses
- Four follow-along workout videos
- One new written low-impact exercise guide
- Still and moving exercise assets supplied on transparent backgrounds
- Workout videos supplied in multiple formats for flexible use
And despite the size of the production, the full body of work was delivered ahead of deadline.
“Working with The Content Division was a wonderful experience,” says Debbie Stephenson from Health and Wellbeing Queensland. “They understood our brief perfectly, sourced amazing experts and talent, were extremely organised and professional, communicated with us well throughout the project, and delivered all the assets well ahead of schedule.”
HWQld now has a bigger, more inclusive library of expert-informed exercise resources designed to help Queenslanders get moving at home, without expensive memberships, specialist spaces or half a garage full of fitness equipment.
A big body of work, built to get more bodies moving.