The campaign with the slogan “Be all kinds of strong” aims to show young people that, in addition to a defined body, there are other qualities that characterize a strong personality and that it is worth practicing these life skills. Examples of such life skills are the ability to empathize, to think creatively and critically, and to deal with stress and emotions in a reflective manner. The campaign slogan therefore calls for holistic training: “Whether in the gym or outdoors, strengthen your body and your life skills.”

There are many situations in life where you need to be strong. Rarely does this mean only physical strength. Especially in the current situation, young people are increasingly struggling with psychological challenges. With a nationwide campaign in over 140 fitness centers, Cool and Clean and Migros Fitness want to get involved in helping young people stay healthy through exercise and sports, and build up their inner strength and psychological resilience in addition to a good body image.