Whoever we are, Creative Lead, CEO, Communications Director, many of us are familiar with the relentless grind—long hours spent hunched over a desk, writing, editing, eyes glued to screens, minds racing from task to task.
But what if the very place we work every day is harming our mental health more than we realise? ASICS, in their latest public service announcement, highlights this issue and their message is clear: it’s time to stand up, step away, and move for the sake of our minds.
Ahead of World Mental Health Day on 10 October 2024, ASICS has enlisted award-winning actor Brian Cox—known for his commanding on-screen presence—to star in a public service announcement that introduces an unexpected villain: the desk. The campaign warns of the "silent threat" our desks pose to mental well-being, underscoring the critical need to move throughout the day. It’s a message designed not just to raise awareness but to inspire action. And it starts with just 15 minutes.
The Real Threat to Your Mental Health
According to ASICS' global State of Mind study, which surveyed over 26,000 participants from 22 countries, our mental state begins to decline after just two hours of continuous desk-based work.
Further research involving over 7,000 desk-based workers found that stress levels rise significantly after four hours of uninterrupted desk time—by as much as 18%. The findings are alarming: the longer we remain sedentary, the worse our mental health becomes.
A new Desk Break experiment overseen by Dr. Brendon Stubbs of King's College London shows that a simple 15-minute movement break can help reverse these effects. When office workers added just 15 minutes of movement into their working day, their mental state improved by 22.5%, with participants' overall State of Mind scores increasing from 62 to 76 out of 100.
The experiment revealed more benefits: stress levels dropped by 14.7%, productivity boosted by 33.2%, and focus improved by 28.6%. Participants reported feeling 33.3% more relaxed and 28.6% more calm and resilient. Notably, 79.2% of participants said they would feel more loyal to their employers if offered regular movement breaks.
Dr. Brendon Stubbs noted: “We have shown previously that just 15 minutes of exercise in leisure time can result in a meaningful improvement in people’s State of Mind scores. But what surprised us with the Desk Break experiment was how powerful the 15-minute movement breaks were in improving well-being and reducing stress. It even changed people’s perceptions of their workplace for the better.”
It’s a celebration of taking control of your own mental health, one small step at a time. The findings highlight how something as simple as a short walk, a stretch, or a moment to pause can have a profound impact on well-being.
ASICS’ Powerful Message: Move Your Mind
Brian Cox delivers a stark message with his characteristic intensity: “I’ve played some pretty intimidating characters in my time, but who would have thought a desk could be scarier? It’s great to see ASICS try and do something about this and encourage people to support their mental health through exercise. As I say in the film, run, jump, roller skate—I don’t care. Just move for your mind.”
At the heart of the campaign is ASICS’ long standing philosophy: Anima Sana in Corpore Sano (ASICS), or "A Sound Mind in a Sound Body." This belief has driven the brand’s approach for decades, emphasising the connection between physical activity and mental well-being.
As Gary Raucher, EVP ASICS EMEA, explains: “At ASICS, we champion the power of movement, not just on the body, but also on the mind. It’s why we’re called ASICS—an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body’. Our global study revealed that the hours spent at your desk for hours on end are having a real and scary impact on our minds. That’s why we wanted to deliver a powerful message from the world’s scariest boss to inspire people to move their minds.
“We hope to encourage office workers around the world to move and feel the mental benefits. We look forward to seeing the empty desk images on World Mental Health Day.”
ASICS isn’t just talking the talk. Across the world, the company is encouraging its own employees to take regular movement breaks. And for World Mental Health Day, they are calling on workers globally to join the #DeskBreak movement.
Office workers who are able to take a 15-minute Desk Break are encouraged to share an image of their empty desk on social media. For each image shared, ASICS will raise funds for mental health charities around the world, further highlighting their commitment to the cause.
The Desk Break Experiment: Real Results, Real Benefits
Conducted in July 2024 with 80 desk-based office workers from 16 countries, the study revealed dramatic improvements in both mental state and productivity after just one week of taking 15-minute movement breaks each day. State of Mind scores rose from 62 to 76 out of 100, stress levels dropped by nearly 15%, and participants felt 33.3% more relaxed and 28.6% more calm and resilient. These findings align with ASICS’ core belief that movement isn’t just for the body—it’s essential for a healthy mind.
Participants also reported a change in how they perceived their workplaces. In a world where work-life balance can feel increasingly out of reach, introducing simple movement breaks was enough to shift perspectives, with 79.2% of participants saying they would feel more loyal to an employer that encouraged regular movement breaks.
A Call to Action for Employees Everywhere
The beauty of ASICS’ campaign lies in its simplicity. It isn’t asking for a complete overhaul of your workday or dramatic changes to your lifestyle. It’s asking for 15 minutes—just a small window of time to step away from your desk, stretch your legs, and clear your mind.
Many of us lead fast-paced lives, juggling work, personal commitments, and creative projects. But this campaign serves as a reminder that our mental health should never be sidelined. We can take back control of our well-being, starting with small, intentional actions.
Join the #DeskBreak Movement
As World Mental Health Day approaches, ASICS is encouraging office workers around the world to join the #DeskBreak movement. By sharing a simple image of your empty desk during a 15-minute break, you can not only improve your own mental health but also contribute to a global effort to raise awareness of this important issue.
Caroline Fisher, Communications Director at ASICS EMEA, emphasises the campaign’s importance: “We hope to encourage office workers around the world to move and feel the mental benefits. The hours spent at your desk are having a real and scary impact on our minds. That’s why we wanted to deliver a powerful message to inspire people to move their minds.”
As ASICS continues to champion the connection between physical movement and mental well-being, their latest campaign stands out as a genuinely positive initiative. While it's true that they ultimately aim to sell more sneakers, they are doing so by promoting a message that benefits everyone. By encouraging people to take simple steps to improve their mental health, ASICS is not just marketing a product—they are fostering a culture of well-being and mindfulness. In a world where mental health is more important than ever, that's something we can all step behind.
Now time for a Desk Break.
Credits:
Dr Brendon Stubbs, Esther Turkenburg, Gary Raucher, Alice Henly Mitchell, Fiona Berwick, Almeri Solomon (Pelser), Christopher Tyrer, Larissa Drumond, Rio Speller-Drews, Golin London, Alex Wood, Elliot Riordan, Hannah Giles, Gemma Combellack, Sam Mildner, Jessie Brooks, Migle Kriauciunaite, Amy P., Ellie W., Vicky Plato, Natasha Weeks, Lydia Goldman, Born05 | part of ACE, Job Bilsen, Timo Wilbrink, Mathilde Dalibard, Francesca Wallis, KODE, Pete Banks, Lindsay Mandeville
