Alameda County's Department of Public Health, Nutrition Services wanted to develop a pilot campaign to encourage healthier living in San Leandro's Ashland neighborhood. AMS worked with the county's existing research to develop campaign concepts, slogans and conduct testing in the community with parents and youth. The final campaign "Do What Moves You" promotes physical activity and includes custom photography, posters, a success story video of an Ashland resident, a social media campaign, a website page with resources, and a marketing plan with outreach tactics in partnership with local community organizations. The community has fully embraced the campaign and it has inspired new community-based fitness initiatives. Due to its success, Alameda County plans to expand the campaign into new areas in 2019.