2015 Silver Best Use of Direct Mail

OgilvyOne UK

Public Health England

Change4Life 10 Minute Shake Ups with Disney

The Team

Emma de la Fosse Charlie WIlson Aaron Goldring Katie Green Keeley Ashdown Dominique Bergantino Louise Kirk Sue Streatfield Ana Cavalcanti Brian Sassoon Alexandra Newman Ciosa Garrahan Eleanor Heather

Campaign Overview

England is facing an obesity crisis, with over a third of UK children being overweight. Yet 79% of parents with an overweight child do not recognise it – and of those that do, 41% do not see a health risk. Furthermore, parents tend to overestimate how active their children are. Clinical guidelines state that children should do at least an hour of moderate or vigorous physical activity every day. This improves heart health, bone health and maintenance of a healthy weight (linked to reduced risk of cancer and type 2 diabetes) as well as selfconfidence and social skills. By encouraging children to do 10-minute bursts of activity, towards a recommended 60 minutes every day, the campaign successfully engaged kids and gave them an effective way to be healthier and more active.

Strategy

Building on a successful 2014 campaign, Change4Life and Disney partnered again to create a behaviour change intervention to help more children get their 60 active minutes by doing 10 Minute Shake Ups every day during the summer holidays. Public Health England made 7-9 year-olds its target audience as this is when activity levels often start to drop off. It also looked to influence younger kids who like to emulate older children and siblings. And it knew that mums often run out of ideas and budget for keeping their kids entertained in the summer holidays. The strategy aimed to keep kids engaged all summer through a Disney team-based game that integrated offline activity with an online competition.

Creativity

Parents helped their kids choose a Disney team and order their own activity pack containing a team wristband with timer, activity cards, wildcards for children to invent their own Shake Ups, a team poster and stickers. Kids earned a sticker to add to their poster as a reward for each activity, taking them on a six-week journey, and could only complete the most interesting part of the poster once they had done all their shake ups for that week. The game encouraged children to go online, add their Shake Ups to their personalised Team Zone and see their score increase. This also counted towards the Team Zone leaderboard score. Logging 14 or more Shake Ups in a week unlocked a Disney online reward, incentivising them to continue. Parents were sent email offers, news about online content and reminders about the health benefits of their kids taking part.

Results

The campaign clearly had mass appeal, with almost 700,000 registrations, 22% above forecast. Change4Life’s goal to embed sustained healthy behaviours was achieved. Children continued to log their Shake Ups in significant numbers throughout the summer, with similar numbers logged in week 6 (327,000) as in week 1 (373,000). And the fact that wristbands have been selling on eBay provides further proof of just how valuable people found the campaign.