By Natasha Weeks, Executive Director, Consumer Health
Virgo Health’s Natasha Weeks, discusses how the recent ASICS Mind Games campaign earned a rightful place in health and well-being conversations.
Sometimes we have a hunch. We know the likely outcome. But how do we ensure meaningful data is behind those headline-grabbing stats? Today, ASICS launched Mind Games: The Experiment. We all know that exercise is good for our mental health, but could it improve the mental performance of even the brightest minds?
To bring this concept to life, we could have easily asked an expert or commissioned a survey. But would that earn a place in the global health and wellbeing conversation? Not anymore. In order to generate an evidence-based consumer story, we blended Virgo Health’s informed healthcare expertise with Golin’s powerhouse consumer team to help ASICS co-ordinate a global experiment in partnership with renowned researcher in movement and mind, Professor Dr Brendon Stubbs.
Targeting inactive competitor gamers, specialising in mind games from Chess to Esports, we recruited 77 people who rely on their cognitive function from across 22 countries and matched them up with personal trainers. We put them on a training programme designed by runner turned international coach, Andrew Kastor, including medium impact cardio and strength training. The gamers gradually increased their exercise levels to 150 minutes per week and Professor Stubbs measured the mental improvement of the participants based on their performance in their mind games, cognitive tests and wellbeing questionnaires over the course of a four-month research period. The results showed vast improvement in their cognitive functioning, including concentration levels and problem-solving abilities.
So, could exercise be the key to boosting brain power ASICS? Pass me my trainers.