Schimbă o dependență cu alta - una sănătoasă
As we know, addictions are part of the daily reality for many Romanians. From gambling, alcohol, and illicit substances to sugar and food excesses, Romania does not rank well in European statistics. In this context, Stay Fit Gym, together with Akabel and Reshare, aims to sound the alarm and is launching the “Swap one addiction for another – a healthy one!” campaign, offering a concrete alternative: sports.
They say the sum of vices remains constant, but what we can control is their nature. The Stay Fit Gym campaign proposes a shift in perspective: instead of harmful habits, energy can be channeled into a beneficial activity like sports.
Why? Because as you work out, your body releases endorphins, also known as the “happiness hormones.” More importantly, physical exercise increases the level of endocannabinoids, biochemical substances similar to cannabis but naturally produced by each person’s body. These cross the blood-brain barrier and provide short-term psychoactive effects, such as reducing anxiety and promoting a state of emotional balance. Thus, doing sports can offer the same satisfaction people usually seek in unhealthy vices.
Through an interactive quiz, developed in collaboration with psychologist Dr. Vlad Burtaverde and available on the campaign’s landing page, users can assess the degree of their own addictions and receive personalized solutions for adopting an active lifestyle. The campaign is promoted digitally (on social media and through media buying), offline (via a series of OOH installations), and through influencers who will talk about their personal experiences with addictions.
“We believe that advertisers should identify real problems in the market and find solutions that seamlessly integrate the brand into consumers’ lives. Given that statistics have shown us an alarming increase in vices among Romanians, we knew that Stay Fit Gym Romania could make a difference, providing the space for awareness to begin the process of transforming a harmful addiction into a beneficial one—sports,” said Maria Zvenigorodschi, Managing Director & Founder of Akabel.
