Over 1/3 of UK children are overweight. To stay healthy and reduce the risk of obesity, children must do at least an hour of physical activity every day.
We created a campaign that encouraged children to do 10 minute bursts of activity—to help reach the recommended 60 minutes—every day during the summer. Our creative strategy (supported by behaviour change principles) was to entice parents to sign up, get kids excited about starting to play and to maintain their interest throughout the summer.
Upon registration, parents get their kids to choose a Disney team to join (and pledge allegiance to) and request an activity pack for each child, containing a team wristband with timer, activity cards, wild cards for children to invent their own shake ups, a team poster and stickers. They also sign up for access to an online hub, containing Shake Up videos and the Team Zones.
Starting to play
We wanted children to do 10 Minute Shake Ups and earn one sticker as a reward for each activity. This takes children on a 6-week journey, with numbered stickers that relate to numbers on the poster, allowing them to complete the most interesting part of the poster only when they have done all their shake ups for that week.
The game encouraged children to go online and add their Shake Ups to their personalised Team Zone. As well as seeing their individual score increasing, Shake Ups counted towards the score on the Team Zone leaderboard. And to make logging Shake Ups more fun, when kids logged 14 or more Shake ups each week, a Disney-themed online reward was revealed, incentivising them to continue.
Parents were kept engaged with emails containing offers, news about new online content and reminders about the health benefits for their kids taking part.
The campaign clearly had mass appeal as registrations were 22% above forecast at over 700,000 in less than one month. We also achieve sustained behaviour: children continued to log their Shake Ups in significant numbers throughout the summer – the number logged in week 6 (327k) was similar to the number logged in week 1 (373k), and over 70% of participants were still using the programme 1 month after the campaign ended.
Change4Life 10 Minute Shake Up with Disney was a winner of two Silver DMAs in 2015 for Best Public Health campaign and Best Use of Direct Mail.