According to the World Health Organization, Brazil is the most sedentary country in Latin America — and the fifth most sedentary country in the world. This is a major public health issue, with data showing that around 47% of adults and 84% of young people do not engage in enough physical activity.

This widespread inactivity has a significant impact on health and quality of life, contributing to the rise of chronic diseases and other serious complications. Even more concerning: these numbers continue to grow year after year.

Yet, ironically, every news report warning about this problem is typically presented by anchors sitting behind a desk.

As a global authority in sports, ESPN saw an opportunity to break this pattern. We challenged ourselves to innovate how we raise awareness about physical activity — by literally getting up and moving — encouraging Brazilians to rethink their habits and adopt healthier lifestyles.