The initiative encourages participants to share videos of their preferred activities—whether gardening, dancing, or hiking—on social media platforms to enter a contest for prizes, including a signed skateboard and gear. Qunol, an Opella brand focused on healthy aging, positions this effort as a way to promote the benefits of consistent activity for joint and cardiovascular health. According to Nivedita Patel, the company's chief marketing officer, the goal is to emphasize that healthy aging is about the capacity to stay engaged in personal passions rather than reaching specific athletic benchmarks.

Hawk, who has served as a longtime spokesperson for the brand, notes that his own perspective on fitness has shifted over time. He emphasizes that staying active as one ages is about maintaining the ability to be present for life's meaningful moments. The campaign will feature collaborations with creators such as Ethan Zohn, Alex Wong, and Veronica Webb to help broaden the reach of the message across digital and social channels.