Over the course of two years, we embarked on a creative journey to develop the Fit for Life characters, which would serve as both a visual and conceptual framework for communicating health risk factor messages in a way that resonated with diverse audiences. The process involved deep research, collaboration, and iteration, as we carefully crafted characters that not only represented different aspects of a balanced, healthy lifestyle but also embodied relatability and accessibility. 

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One of the key breakthroughs in the development was the creation of mnemonic characters—distinct, memorable symbols tied to specific health risk factors. These icons were designed to simplify complex ideas, making them easy to remember and understand across industries, communities and families. The characters are  able to break down barriers to understanding and engage people in a more intuitive and impactful way, fostering both retention and behavioural change.