As a by-product of an increasingly sedentary society, obesity and its resulting health issues (high blood pressure, heart attacks, etc.) have reached problematic proportions. The probably is acute among children, who, in the virtual age, are more likely to sit in front of a computer than play capture the flag. According to the Colorado Dept. of Public Health and Environment, more than 25% of the state’s children age 2 to 14 are overweight or obese.
To advertise its efforts to counteract that disturbing trend and encourage Colorado’s families and communities to embrace healthy living, LiveWell Colorado ordered a 40 x 44-ft. wallscape that decorates a wall of the Denver Convention Center. To complement these efforts, LiveWell also purchased ad space on 20 Colorado billboards: 13 in Denver, four in Colorado Springs and one apiece in Fort Collins, Grand Junction and Pueblo. The campaign’s two messages entail “Indulge” spelled by assorted, healthy fruits and vegetables, and “Ride”, spelled with bicycles, skis, snowboards and other sports equipment.
Sukle Advertising & Design (Denver) crafted the design and contracted installation, and Metromedia Technologies’ (MMT) Westminster, CO branch produced the wallscape and billboards. According to MMT s Cara Pollock, the printshop produced the program on its proprietary printing system that uses paint to decorate the substrate. Fabricators joined three pieces of mesh fabric to produce the wall graphic.