A colourful direct marketing campaign by Public Health England inspired children to get active during the summer holidays.
‘Change4Life 10 Minute Shake Ups with Disney’ was aimed at 7-9 year olds in England, encouraging them to be more active at an age where activity tends to ‘drop off’, despite recommendations stating that this age group should do at least an hour of moderate or vigorous physical activity a day. The campaign was designed to inspire children to do 10 minute bursts of activity throughout each day of the summer holidays, as well as influencing their parents and younger siblings.
The campaign consisted of a mailed activity pack of the child’s chosen Disney team, containing activity cards, ‘wildcards’ that allow children to create their own Shake Ups, a reward poster and stickers, a team wristband, and a timer. The poster and stickers acted as a major incentive for the child, reinforced by an online ‘Team Zone’ where they could log their Shake Ups; this was further supported by emails sent to parents with messaging around the health benefits of the campaign.
The results of the campaign were outstanding, with nearly 700,000 registrations (22% above forecast) and 327,000 children continuing to log Shake Ups in week 6 (373,000 logged in week 1). The campaign also won Silver Best Use of Direct Mail at the 2015 DMA Awards.
Find out more about the campaign here.