The Swedish health organisation GEN-PEP [Generation PEP]

wanted to create awareness about one of the greatest public

health problems of the 21st century: physical inactivity. The so-

called welfare disease is spreading rapidly around the globe and is

now one of the world’s most common causes of death. The

primary aim was to get as much editorial coverage by major

publications on a national and global level as possible.

Sweden is today one of Europe's most sedentary countries and if we don’t act now, the consequences will be severe in the future. This so-called welfare disease is spreading rapidly around the globe and is now one of the world’s most common causes of death. And

along with unhealthy eating habits, the underlying reason why more people today in the world die from complications related to obesity and overweight than starvation. To get the message through we reached out to Professor Stephen Hawking, by many

considered the smartest man alive, and according to us, someone who truly has a say on this matter.

The PSA was first launched with Swedish leading publication

Aftonbladet, guaranteeing national attention. On the same day,

Professor Stephen Hawking shared the film on his Facebook page,

which helped the film and the message resonate on a global level

though contacted influencers, resulting in global coverage of GEN-

PEP’s message by top tier publications e.g. Daily Mail, Huffington

Post UK and US and The Telegraph.