Healthy weight - pledging to 'get active'
Our social change experts worked with NHS Coventry to reduce the fear factor around exercise and encourage local people to make a ‘pledge’ to get active and achieve a healthy weight. The campaign aimed to resonate with hard to reach audiences - bringing together families, friends and peer groups and repositioning local NHS services as friendly and supportive.
Insight research had highlighted the importance of ‘personalising’ positive behaviour change messages and our versatile, people-focused brand and ‘can-do’ messaging aimed to generate widespread camaraderie.
To support sustainable behaviour change, we launched the BIG Pledge ‘get active’ at Coventry’s Godiva Festival, with a branded double-decker roadshow, which travelled to schools and community venues with a range of giveaways (water bottles, frisbees, sports bags) and pledge packs. We also trained a team of health intervention staff to travel with the bus and encourage residents to sign up and make a pledge around healthy weight.
Aided by pedometers and the BIG Pledge website, people were also able to set up unique user accounts to calculate and record their ‘activity steps’. Our design and digital specialists linked QR codes to all marketing materials, creating a direct connection between the website and users’ mobile phones.
This integrated social marketing project also included additional activities including working with stakeholders to broaden community, educational and employer networks, and a targeted ‘brand blitz’ in children’s centres, GP surgeries and supermarkets.
