England is currently facing increasing rates of obesity, a third of Britain’s population is overweight,
79% of parents are not recognizing this issue and 41% don’t believe that it is a serious problem.
Guidelines suggest that 1 hour of moderate/intense exercise should be undertaken every day.
This exercise improves not only health related issues, but self-confidence and social abilities.
The task was to create a campaign to successfully engage children to complete their guideline
amount of exercise throughout summer holiday, especially when parents are low on funds and ideas.
The Case Study
A previous government campaign, Change 4 Life, teamed up with Disney to create a behaviour
change intervention targeting 7-9 year olds. Featuring children’s favourite Disney film characters
such as Frozen, Big Hero 6, Toy Story and Monsters INC, it focused on concentrating the children’s
physical activity in 10 minute bursts called ‘shake ups’ rather than maintaining their attention for
the entire hour. The Activity Pack contained posters and stickers and a ‘shake up’ wristband with
a timer; children could only do fun and interesting rewards if they’ve completed all their ‘shake-up’s
for the week. The pack has a wide variety of 57 shake up games which accommodate for being alone,
outside, indoors and with friends also includes wildcards for children to create their own shake ups.
This campaign was a huge success, with mass appeal with 700,000 registrations which was 22%
above forecast, with similar numbers logging on in week one (373,000) as there were in week six
(327,000) demonstrating that the campaign was successful in engaging children’s attention
throughout the whole of the summer holidays. The campaign managed to engage both parent
and child, the parents gained follow up emails throughout the 6-week intervention clearly describing
the benefits maintaining their motivation to encourage the child to continue. Print and digital’s
collaboration provided this award winning behaviour change intervention for kids which could
be used on or offline. Wristbands have been selling on eBay provides further proof of just how
valuable people found the campaign. Direct mail silver award winner 2015.