Sarah Wood

The brief
To create a 3-year CRM programme aimed at parents of kids aged 5-11 who were deemed ‘at risk’ of developing diseases such as cancer, heart disease and type 2 diabetes due to obesity.

The solution
In order to establish an ongoing relationship with the audience and instigate behaviour change, we used the language and editorial style of women’s magazines across the campaign, enabling us to advise on healthier diets and activity levels in an engaging way. We created a DM program packed full of healthy eating guides, tips, recipes and games to get kids moving as well as the award-winning Snack Swapper which was handed out in schools, an online Totaliser allowing families to track their progress, email newsletters and numerous posters. The campaign attracted numerous industry awards as well as hundreds of thank-you letters from families who found it instrumental in their fight to get their kids healthier. I even saw one of the posters on Eastenders once – a proud moment.