Change4Life
Using mail to get kids moving.
Background
England is facing an obesity crisis – with 1/3 of UK children being overweight. And parents over-estimate how active their children are. Change4Life needed to change attitudes and behavior of both parents and children.
Solution
Change4Life partnered with Disney to help children get active by doing 10 minute Shake Ups each day. Parents of 7-9 year olds were mailed an activity pack that encouraged their children to do their daily Shake Ups and log them online to keep active and engaged across the 6 week summer holiday.
Results
The campaign led to almost 700,000 registrations – 22% above forecast – and children consistently logged their Shake Ups in significant numbers across the summer. It clearly had mass appeal and helped Change4Life achieve their goal of embedding sustained healthy behaviors.
Source: Change4Life - DMA Award Winner Silver
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