Health copywriting: it doesn’t have to be boring

March 4, 2015 | Writing

Sure, there’s a time and a place for everything. Humour isn’t always appropriate in a health setting (it’s all about context), but this piece jumped out at me yesterday, and I just HAD to share. It’s a great example of playful copywriting lifting what could’ve been a boring informational piece into funsville. Have a read and you’ll see just what I mean.


Healthline – the Ultimate “Deskercise” Stretch Routine

Exercising at your desk is definitely daggy, so the team at Healthline have capitalised on this. As the coolest of hipsters know, some things are so bad they’re good (think Napoleon Dynamite and the like), and a dry sense of humour goes a long way. Take, for example, this first exercise.


The Daydream

Gently pull each elbow to the opposite side overhead. Just pretend you’re under a Tahitian waterfall and need to scrub your shoulder blades.



The combination of tongue-in-cheek ‘holiday at your desk’ rhetoric combined with quirky imagery complete with sweatband-wearing office workers completes the effect.

Another favourite is the Olympic Diver.


The Olympic Diver

Clasp your hands in front of you and lower your head in line with your arms. Pretend you actually know how to dive correctly, and use this “proper technique” to impress your cubicle companions.




I probably don’t need to go on. Basically, this copy is my idea of pure genius. Sure, it’s not right for every piece of copy, but it’s a great example of how a little creativity can transform a boring ol’ piece of writing into a Gold Star winner.

You can watch the full slideshow here.