2016 Bronze Public Sector

Agency OgilvyOne UK

Client Change4Life

Campaign summary Alerting parents to hidden sugar and helping them take control

Campaign overview

Our children’s sugar consumption is out of control. This contributes to alarming levels of childhood obesity, with a third of children overweight or obese.

The challenge was to reduce sugar in childrens’ diets by alerting parents to the problem and equipping them with the tools to solve it.

Strategy

Using habit formation theory to reduce sugar consumption, an eCRM programme and pack used four elements to embed behaviour change.

Motivation: making parents want to reduce their child’s sugar intake.

Cues: reminders to reduce sugar.

Response: supporting parents by letting them know what to do to reduce sugar.

Reward: recognising achievement in reducing sugar.

Creativity

Motivation: the pack made the problem clear from the outset: we’re all eating too much sugar and this puts our kids at risk of disease and tooth decay.

Cues: by segmenting the eCRM programme around specific high sugar consumption food types or occasions each week, parents were prompted to think about reducing sugar in their family’s daily lives (e.g. at breakfast time or after school). Stickers in the pack also provided environmental prompts to sustain engagement.

Response: easy swaps made it simple for mum to change the foods she buys and then serves her children. These swaps were brought to life in the pack.

Reward: to inspire children to become sugar-spotters, there were stickers in the pack. These fun stickers were used by 59% of parents who were aware of the pack.

Recipe content in the emails also engaged parents and children with creating delicious low-sugar meals.

Results

Alerting parents to hidden sugar:

Seven out of 10 parents had heard about the campaign, with 25% of them becoming aware of it through the pack and 15% through the eCRM programme.

Supporting parents to take control of sugar:

78% of parents who received the pack reported using it. It also drove downloads of the Sugar Smart app, with 14% of app users saying they heard about it through the pack.

Team

Caroline Fox (Head of Marketing - Starting Well) • Kate Frankum (Team Lead Change4Life) • Zoe Richardson (Team Lead Change4Life) • Alan Smith (Senior Campaign Manager Change4Life) • Alice Evans (Campaign Manager) • Claire Morris (Campaign Manager) • Emma de la Fosse (CCO EAME) • James Sexton (Creative Partner) • Bob Anderson (Art Director) • Ana Quina (Art Director) • Tooky de Vall (Copywriter) • Taf Davies (Copywriter) • Hiten Bhatt (Associate Design Director) • Julie Featherstone (Senior Designer) • Dominique Bergantino (Business Partner) • Louise Kirk (Project Director) • Sue Streatfield (Senior Producer) • Ana Cavalcanti (Account Director) • Brian Sassoon (Head of Planning) • Alexandra Newman (Senior Planner) • Ciosa Garrahan (Choice Architect)