Creative Brief

"McGill on the Move" is a marketing campaign designed to promote employee engagement, health, and wellbeing by encouraging outdoor activity and exploration of McGill-developed parks and trails. McGill aimed to foster a deeper connection between its employees, their natural environment, and the communities McGill serves through this five-month challenge — with multiple components — encouraging participation in various outdoor activities while highlighting McGill's contributions to trail development and park enhancement across North Carolina, Tennessee, and Virginia.

We incentivized the following challenges:

• Outdoor Activity Challenge: Tracking outdoor activity time (120 minutes/week or more).
• Explorer Challenge: Visiting three McGill project sites
• Shutterbug Challenge: Capturing and sharing scenic moments at McGill sites, with additional points for photos that included McGill staff or McGill attire
• Creativity Challenge: Writing personal reflections about McGill sites (200 words or more)
• Cultivator Challenge: Stimulating employee-led outdoor events for team building

We used the following strategies and tools to prompt participation:

• Leaderboard: Motivating participation through friendly competition and goal-setting
• Awards and Promotional Items: Recognizing achievements and incentivizing participation
• Communication Channels: Utilizing internal platforms such as Teams groups and SharePoint sites for sharing information, coordinating events, and tracking accomplishments. We also used social media channels for external promotion.

McGill on the Move is more than just a challenge; it's a journey towards personal wellness. By participating in this initiative, McGill employees improved their physical health and deepened their connection to nature and the communities McGill serves.