Ogilvy UK

Core disciplines: Integrated marketing

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Public Health England

10 Minute Shake Up


The campaign clearly had mass appeal as registrations were 22% above forecast in less than one month. We also achieved sustained behaviour: children continued to log their Shake Ups throughout the summer, with over 70% of participants 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.

The Challenge

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. OgilvyOne created a campaign to help children stay healthy and reduce the risk of obesity.

The 10 Minute Shake-Up

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, on a 6 week journey of reward based games within their chosen Disney team.

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