Fit4Less - Left on Read

We all have our vices—those little distractions that pull us away from our goals. Whether it’s texting that ex you know you shouldn’t, committing to one too many Sunday brunches, or getting sucked into another Netflix binge, these habits often take precedence over prioritizing health. This campaign leaned into that honesty with a simple message: “Leave vices on read. Put Fitness on Lock.”


Launched on Instagram in January 2025, the campaign encouraged people to shift their focus and put fitness first. Through bold, energetic visuals, playful copy, and culturally relevant references, we invited the Fit4Less community to share the vices they planned to leave behind in 2025. From the flirty texts they’re no longer answering to the temptations they're skipping, the campaign was designed to feel relatable, empowering, and unapologetically real.

Copywriters: Emily Chiem & Amelia Pley