2013 Gold Public sector

Client Public Health England

How did the campaign make a difference? Of those who talk about a New Year's resolution, 26% commit to it and only 10% succeed. 'Chunking' a big abstract goal into smaller behaviours, plus a digital support programme, meant around two thirds (62%) achieved what they pledged. Over half (56%) achieved more than previously.

What details of the strategy make this a winning entry? What better time to get people to make a healthy behavioural change than the New Year? But although people start with good intentions, only 26% make a concrete New Year's resolution and of those only 10% succeed. Early January is a pretty miserable time of year; giving up or cutting down something you enjoy isn't a lot of fun. But clinical psychologist Richard Wiseman at the University of Hertfordshire found those who succeed set themselves a realistic goal based on a small specific behaviour change, instead of a big abstract goal. Rather than trying to 'get fit' they would go for a brisk walk every day. Or eat fruit with breakfast rather than 'eating more healthily'. So the strategy was to get people to chunk goals into smaller behaviours they could commit to and provide a motivational support programme.

How did creativity bring the strategy to life? The digital journey aimed to galvanise people from intention to action, to sustained action. Users picked a goal: move more, quit smoking, eat well, drink less, called 'I can'. The goal was chunked into six to eight smaller specific behaviours: 'I will'. This acted as a commitment; participants were encouraged to make their pledge public through Facebook. They received a 28-day motivational programme of tailored support delivered by daily texts and emails or just emails. They could track their progress through a weekly self-reporting feedback mechanic (I did), which delivered further motivational messages tailored according to whether they'd kept their pledge, and helped monitor engagement levels and behaviour. The programme delivered tailored hints, tips and motivational messages in bite-size chunks. The feedback loop would congratulate people if they kept to their pledge. And occasional lapses were positioned as temporary setbacks, encouraging them to keep going.

Results Over two-thirds (68%) of registrants completed the programme, 75% read the hints and tips in the emails. Plus, 24% of people who received emails only, and 20% of who chose text and email, interacted with them. Of those who did interact, 79% replied yes while 79% said it made it easier to stick to their resolution. Over a third made their pledge public: 36% told family or friends, 13% shared on social media. 62% said they achieved what they set out to do, and 56% said they achieved more than on previous attempts.

Team Emma De La Fosse – Executive Creative Director, Charlie Wilson – Executive Creative Director, James Sexton – Creative Director, Matt Williams – Creative Director, Brian Sassoon – Head of Planning, Alistair Duvoisin – Business Director, Mark Woodward – User Experience Architect, Amanda Jackson – Content Strategist, John Reardon – Head of Delivery, Jake Scully – Designer