Change4Life
This Department of Health initiative was launched to combat obesity, which is growing at an alarming rate. The initial focus of the campaign was on children, as it had been estimated that 9 out of 10 would be at risk by 2050, resulting in a £45 billion cost to the NHS and society.
Challenge
To get at-risk families to complete a ‘How are the kids?’ questionnaire on the health, fitness and dietary habits of their children. The engagement needed to be a natural, easy and quick thing to do, in an environment that had to provide enough dwell time for the interaction, while providing sufficient contact opportunities to make the activity cost effective.
Solution
With pinpoint data mapping and a mixture of fun and education we helped parents make simple, positive changes to their families’ eating habits. We brought Change4Life’s call to action alive by encouraging their kids to exercise and eat well, with a Play4Life game and a Juice4Life bar.
In addition, a Change4Life activity bag (containing a handbook, sticker sheets, crayons, Frisbee, water bottle and extra ‘How are the kids?’ questionnaire) was provided as an incentive to drive questionnaire completion and help kickstart a longer lasting behavioural change.
Results
The key measure was questionnaire completion, for which we achieved 153% of the target. But we didn’t just get questionnaires completed; we entertained, educated and made a difference to 1000s of families – some of whom continue to feed back positively on a campaign that tackles a difficult issue. Our face-to-face approach contributed to a database that now contains 70% of the geo-demographic target set for the campaign. It helped make ‘How are the kids?’ the most successful COI campaign ever, as measured by Artemis (the COI’s response management tool).
Figures correct at time of publication
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