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Dirt & Glory Launches #657challenge for Upbeat Active

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The campaign aims to raise awareness of Muscular Dystrophy and Muscle Health

 Dirt & Glory Launches #657challenge for Upbeat Active

Dirt and Glory Media has launched the #657challenge, uniting protein drink brand Upbeat Active and The Muscle Help Foundation in support of those living with muscular dystrophy. 

The agency is asking the public to pledge their support by taking the #657challenge and donating to the The Muscle Help Foundation. 

The #657challenge is part of a campaign to showcase the importance of muscle health, an issue that applies to everyone of us and every one of our 657 muscles.

To underline the importance of muscles — and why it’s vital you keep them in good health with regular activity and good nutrition— Dirt & Glory Media has been working with muscle expert Mike Aunger. 

Aunger has researched exactly how many muscles are involved in everyday activities, from walking the dog (94) to doing the waltz (137) and the hero muscles behind skills like executing the perfect golf drive (gastrocnemius).

To bring this fascinating data to life Dirt & Glory Media has created the Every Muscle Matters film celebrating the crucial role all our 657 muscles play in day-to-day life.  


The challenge itself is quick and easy and can be done anywhere, anytime. Simply drop from a standing position into a sitting position and back up again, all the time balancing a full cup of water on your head – the less water you spill, the more impressive! It’s a full-body test of mobility, strength, balance and co-ordination and is designed to get all your muscles moving and hopefully provide a few laughs at the same time!

STEP 1: Fill a plastic cup with water and place on your head with both hands

STEP 2: From standing, hold the cup in place on your head with both hands

STEP 3: Bend your legs to lower yourself to the ground until you’re sitting fully cross-legged on the floor – bottom must be in contact with the ground!

STEP 4: From sitting, lift yourself back up from the floor, without removing the cup from your head – this is where there could be some water spillage!

If you haven’t lost a drop, that means you have excellent mobility and muscle strength. If you now have a wet head, don’t worry, practice makes perfect and it’s a good daily drill to keep all your muscles moving!

Upbeat Active understands the importance of muscles in everyday life with a protein drink designed for everyone who wants to maintain muscle health. They are therefore very proud to be sponsoring such a worthwhile cause. 

Mark Neville, Managing Director of Upbeat Active, says, “Our belief in the importance of muscle health serves as the foundation upon which Upbeat Active is built. Dirt & Glory Media has perfectly captured our ethos with the #657challenge which is championing such an important cause.”

Nigel Brown, Managing Director at Dirt & Glory Media, says, “I am very proud of the creative team at Dirt & Glory who came up with such a fun and engaging way to spread such an important message about the muscle wasting disease muscular dystrophy and the importance of muscle health, something that most of us take for granted.”

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Creative Agency

Creative Agency: Dirt & Glory

Genres: People

Categories: Health care, Beauty & Health

Dirt & Glory Media, Tue, 24 Jan 2017 14:30:41 GMT