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Library/Campaign/ASICS The Desk Break
Grade B20 sourcesHIS-00850

ASICS The Desk Break

Campaign · 2024 · Notable

48Editable slideCertificate

Brian Cox’s workplace PSA drew more than 50 million views, according to Golin.

Original · ASICS / Golin / KODE
ASICS | The Desk Break
ASICS on YouTube
ASICS public service announcement warns the world about workplace mental health threat
ASICS EMEA Newsroom
The new advert shows Brian Cox as a tough boss
PA Media / The Irish News
Brian Cox Fronts New ASICS Mental Health Campaign
Adweek
The Desk Break Challenge
ASICS Runkeeper
#mentalhealth #worldmentalhealthday | Tedros Adhanom Ghebreyesus | 76 comments
Tedros Adhanom Ghebreyesus / LinkedIn
#deskbreak #soundmindsoundbody | Caroline Fisher | 73 comments
Caroline Fisher / ASICS / LinkedIn
GOLIN WINS GOLD AND SILVER AT CANNES LIONS - Golin EMEA
Golin EMEA
ASICS | Desk Break - Golin EMEA
Golin EMEA
Brian Cox, Asics Back Workplace Mental Health | Muse by Clios
Muse by Clios
ASICS x Golin’s bold move for mental health
MediaCat UK

Spread Score

How it works
Reach59Contagion35Breadth30Velocity100Longevity1948

Numbers

Golin claimed earned media reach; not unique people
2.3B–3B
Self-reported · Golin EMEA
Peak date
Week of Sep 29, 2024
Sep 23 ’24 to Week of Sep 29, 2024
Platforms
4
Started on YouTube
Origin
Seeded
Sports

Mechanics

  • Challenge
  • TransgressionPrimary
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

ASICS cast Brian Cox in a PSA attacking desk-bound work and offered employers a movement-break clause. Trade coverage, Reddit discussion and a WHO official’s LinkedIn share followed. Golin later claimed 50 million views and 1.2 million Desk Breaks.

Dates use the stated precision; chart positions are date anchors.

Google searchesSep ’24OctNovFeb ’25AprJunJulAugPeakYouTubePressOpen webReddit
YouTubePressOpen webReddit

12 more events on this chart

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Timeline (15)

  1. September 2024

    ASICS seed · Sep 23 ’24

    ASICS linked its final Brian Cox PSA in a release published at 23:01 UTC.[1][2][3]

    ASICS public service announcement warns the world about workplace mental health threat
    Open the first post ↗

  2. PA Media press · Sep 24 ’24

    PA covered Cox’s PSA and the employment clause allowing staff a daily movement break.[4]

    The new advert shows Brian Cox as a tough boss

  3. Muse by Clios press · Sep 25 ’24

    Muse reported that Golin’s campaign included out-of-home placements and workplace influencers.[5][6]

    Brian Cox, Asics Back Workplace Mental Health | Muse by Clios
Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 4 numbers
  2. 2026-10-15Added: 15 events, 20 sources · Score 48
Origin
Seeded
Sector
Sports
Region
GB
Golin claimed earned media reach; not unique people
2.3B–3B
Self-reported · Golin EMEA
Evidence
Grade B

Spread the same way

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YouTube · 2018

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40M views

Husqvarna: DOOM Mowers

YouTube · 2023

53
HUSQVARNA x DOOM

3.8B impressions

REI #OptOutside

Open web · 2015

49
Company Signs

6.7B impressions

MGA Presents: Diss-mas

YouTube · 2024

48
MGA PRESENTS: The Rizzler - DISS-MAS 🎁

545.7M impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesSep ’24OctNovFeb ’25AprJunJulAugPeakYouTubePressOpen webReddit
YouTubePressOpen webReddit

12 more events on this chart

Join free to see them

  1. September 2024

    ASICS seed · Sep 23 ’24

    ASICS linked its final Brian Cox PSA in a release published at 23:01 UTC.[1][2][3]

    ASICS public service announcement warns the world about workplace mental health threat
    Open the first post ↗

  2. PA Media press · Sep 24 ’24

    PA covered Cox’s PSA and the employment clause allowing staff a daily movement break.[4]

    The new advert shows Brian Cox as a tough boss

  3. Muse by Clios press · Sep 25 ’24

    Muse reported that Golin’s campaign included out-of-home placements and workplace influencers.[5][6]

    Brian Cox, Asics Back Workplace Mental Health | Muse by Clios

  1. owner response · Sep 25 ’24

  2. peak · Week of Sep 29, 2024

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Why it worked

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