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Stephen Hawking Speaks Out Against Physical Inactivity In Powerful New Film

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The film from Forsman & Bodenfors promotes the Swedish health organisation GEN-PEP

Stephen Hawking Speaks Out Against Physical Inactivity In Powerful New Film

Physical inactivity is now the fourth most common cause of death in the world. Together with unhealthy eating habits it is the underlying reason why more
people in the world today die from complications related to obesity and overweight than from starvation. 

To address one of the greatest public health problems of the 21st century, Professor Stephen Hawking features in a campaign on behalf of the Swedish non-profit health organisation, GEN-PEP. 

- The way humans live their lives has changed drastically over the course of the last few centuries. As our global civilisation becomes more advanced, we must endeavour to maintain our mental and physical wellbeing. Complications from chronic obesity are now the fourth largest cause of death among humans. I urge all of you to find ways to keep your bodies as active as your minds, says Stephen Hawking.

– How being sedentary has become a major health problem is beyond my understanding, continues Professor Stephen Hawking. 

Earlier this year, the Swedish Crown Princess Couple founded the non-profit health organisation GEN-PEP (Generation PEP) with the ambition to spread knowledge and create awareness about children and young people’s physical health. 

– Sweden is one of the most sedentary countries in Europe, and studies show that the percentage of children who achieve the recommended amount of physical activity – one hour a day – is too small. We need to take this problem seriously and act now, says Prince Daniel of Sweden. 

Professor Stephen Hawking’s statement was filmed in Cambridge and premiered 16 November at 7 PM GMT.

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Client

Advertiser: GEN-PEP

Post Production / VFX

Post Production Company: Gangsters

Creative Agency

Art Director: Adam Ulvegärde

Copywriter: Adam Ulvegärde

Creative Agency: Forsman & Bodenfors

Data Strategist: Peter Gaudiano

Designer: Martin Joelsson, Christopher Ek

Planner: Lars Friberg

Producer: Jens Odelbring

Strategist: Robert Johnsson

Production Company

Director: Joachim Back

DOP: Pawel Edelman

Executive Producer: Eric Stern

Producer: Tim Kerrison

Production Company: Anonymous Content

Music

Composer: Peter Raeburn

Offline

Editor: Russell Icke

Genres: People, Dialogue

Categories: Social, Corporate, Social and PSAs

Forsman & Bodenfors, Fri, 18 Nov 2016 11:24:01 GMT