#EveryMuscleMatters [@FeelingUpbeat]

An organic social campaign to get people talking about muscle health, #EveryMuscleMatters played on the body’s 657 muscles and aimed to attach cultural relevance to a less sexy scientific subject.

The concept was brought to life with a video, social creative, blog and charity partnership.

For more see on Upbeat Active’s Twitter, Facebook, Instagram channels.

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