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PLAY fights against physical inactivity

Monday 17 June 2019
#Active school

Sedentary living is the 4th leading risk factor for death worldwide and responsible for 3 million preventable deaths. Faced with this alarming situation, PLAY International, with the support of Publicis conseil, took the floor to challenge and raise awareness among the world at large through an original campaign and a powerful message: if we killed your program, it is because physical inactivity kills. As a result of this operation, 3.7 million people were reached.




While the causes of this public health problem are many, over-consumption of screens is at the forefront of this growing sedentary lifestyle. The French spend 5 hours and 07 minutes a day in front of a screen (2 hours more than in 2009).


The situation is severe and alarming: because of the sedentary lifestyle, the current generation could be the first to have a shorter life expectancy than the previous one. There is therefore an urgent need for collective action to reverse the trend.


the Spoil To Act campaign

On the occasion of the broadcast of the last season of a highly anticipated series in France, PLAY International with the collaboration of PublicisConseil has set up an awareness campaign SPOIL TO ACT. This street marketing campaign is an opportunity to raise awareness among the general public about the risks associated with inactivity. False spoils were projected on the various emblematic Parisian places such as City Hall, the First Tower of Defense, the Palais des Congrès, EP7 with a shock message "If we killed your program, it is so that you know that inactivity kills".


In order to broaden the audience and raise awareness in a contextual way, this campaign was also carried out via Google. The goal: spoiler (falsely) Internet users who were looking to download the episodes of their series. The first result of the Google search was therefore a (fake) spoil of the searched series. They were redirected to a dedicated page on this website explaining the health risks and preventive measures to be taken. 


Through this advocacy operation, PLAY International aims to convey a strong message and raise awareness among the general public about the need for action.



3,7M of potentially affected people

5,2M  of impressions potentially obtained


Several athletes supported this campaign and relayed the operation via the Hashtag #SPOILTOACT( Laurence Fischer, Eugénie Le Sommer, Romain Danzé, Matthieu Péché, Arnaud Assoumani, Nikola Karabatic, Emilie Gomis, Nathalie Deuchy, Enzo Lefort, Gauthier Klauss, Cyril Moret, Adele Stern, Gevrise Emane, Isa Yacoubou, Charline Picon...) 


all #spoiltoact content on social networks here 



Several media outlets have reported on PLAY International and its Spoil To Act awareness campaign through articles (BFM TV, L’Equipe, Sport Stratégie, CBnews, La Réclame, Le Blog TV News,, la Voix du Nord, J’ai un pote dans la com, Air of melty, Sporsora, ADF Forum, Olbia Conseil or La Plume d'Alchimia). 


the entire press review here



It is time to act together: for you, for others and for tomorrow!


A few daily actions can help, for example: take the stairs instead of the escalator, walk more, play sports 3 times 30 minutes a week... Many tips are offered by the Fédération Française de Cardiologie.


You can also join PLAY International and inform your loved ones about the risks of physical inactivity by sharing this campaign for example.

It is important to provide answers to younger children and help them understand why it is essential to adopt an active lifestyle. We must help the new generation to free themselves from chair addiction.


One of the solutions proposed by PLAY International: the Active School Playdogy program, which allows children aged 6 to 12 to play, move and learn at the same time why physical and sporting activity is important throughout their lives. Developed with the Ministry of National Education and the University of Paris Descartes, it is distributed free of charge to the teaching community.


Scientific view 




PLAY International thanks Paris City Hall, EP7, First Tour, Publicis and the Congress centre for their valuable support.