UK Department of Health
This was a campaign to reduce obesity in the UK. Here are a few "bits and bobs" from my work on it. ("Superlove" is the name of the brand we created.)
1. Because TV is a medium that reaches people when they are sitting and not being active, this campaign encourages a short burst of activity right then and helps convey the broader message that small changes in behavior can make a big difference.
Jump :60
We open on various people jumping as we hear some music with a driving beat. People are jumping in their living rooms. Someone jumping in the street. People are jumping together in crowds.
Title: Be ready for National Jumping Minute
Title: Superlove.com
Later, we have live ads that announce that national jumping minute is going on then. Similar to the emergency broadcast network, the ads interupt something else, either programming or someone else's ads that we offer to pay for. We cut between people jumping in various locations: Trafalgar Square, House of Commons and central places in all the biggest cities and a few small, country towns as well.
We can also encourage people to film themselves jumping during national jumping minute and send it in. We can crowdsource future ads that way, giving people an incentive to share. We can get a few celebrities to contribute as well.
We use our leverage as a government campaign to get participation from as many media outlets as possible so that when national jump minute occurs, the BBC news readers take part, the TV drama that runs then has a one-off sequence where the story stops and everyone jumps together. The idea is that this is like an earthquake, when it happens, everything else stops.
2. When people sign up for Superlove, we can ask them to create goals or things they want to work on. Then, via SMS, phone calls, IM, etc. we encourage them to stay with their goals and send them helpful information. Also, we can reward a few of them in ways that, in so doing, create ads or viral content. Examples could be Paula Radcliffe coming to go jog with someone, a national ad to cheer on someone who is walking 30 minutes every day, a celebrity chef coming to make dinner for someone's family, or an ad that celebrates someone buying something healthy.
Courgette :60 (a courgette is a zucchini)
A shopper in a typical grocery store is checking out at the register. The checkout lady rings up a courgette and instantly, the scene devolves into madness. Balloons fall from the ceiling. Lights flash. The check-out stand and nearby displays turns into people dancing. Everyone claps and cheers. The lucky shopper is awarded a trophy of an athlete holding a courgette in triumph. A title over a shot of our winner says "superlove hero of the week". Outside, a marching band plays and an impromptu parade begins with our superlove hero on a small, make-shift courgette float.
Title: Congratulations Beth Rogers