Change 4 Life - Sugar Swaps|短视频|广告营销案例【ADGuider广告指南】

改变 4 生命-糖互换

案例简介：结果该活动推动了 Sugar Smart 应用程序的 1.7 次下载量，并将其推向应用程序下载图表的顶部。这些下载改变了我们父母的行为 -- 每三个母亲中就有一个说，由于这项运动，她们减少了孩子的糖摄入量。 * 我们的活动成为了一个全国性的谈话点，被所有主要新闻频道报道，有 903 条内容!我们支持 16,000 多所学校、 152 个地方当局、 20 个非政府组织、 42 个住房协会和 500 家药店。概要英格兰的孩子们正面临一种肥胖流行病，这种流行病是由隐藏在他们食物中的糖引起的。1/5 的孩子在开始上学时超重，到他们离开小学时，已经上升到第3 的孩子。 * 超重儿童成为超重的成年人，超重的成年人容易患心脏病、癌症和 2 型糖尿病等危及生命的疾病。 * * 儿童一贯过度消耗糖,许多人每年都在吃糖块中的体重! * 简介: 激励和支持家庭在新的政府指导方针范围内减少糖摄入量目标: 教育家庭日常产品中的糖含量鼓励家庭在他们的饮食中减少糖驱动糖智能应用程序的下载，以支持日常习惯的持续改变 * (NCMP，英格兰 2014-5) * 辛格 AS，穆德 C, twisk JW，van Mechelen W，Chinapaw MJ。(2008) 追踪童年？超重到成年: 文献的系统回顾。战略目标受众: Change4Life 针对小学适龄儿童的父母。数据收集和洞察: 糖的消费失控的主要原因是因为父母根本没有意识到有多少是 “太多”，或者隐藏的糖在哪里。 * 可视化物理立方体有助于父母了解这些日常产品中糖的含量，从而降低这些产品的吸引力。与平台相关:让手机成为我们竞选的核心是轻而易举的事。手机是这些人生活的核心，83% 的人承认他们的第一个信息需求是他们的手机，80% 的人定期下载应用程序。方法: 该活动利用了对糖含量无知的核心洞察力。首先，我们提醒父母糖和健康危害之间的联系。其次，我们激励父母想象隐藏的糖。第三，我们使家长能够使用该应用程序控制糖的摄入量。活动描述糖智能应用程序揭示了日常食品和饮料中隐藏的糖的惊人水平。糖含量通过条形码扫描显示在糖立方体中，为消费者提供了一个有形的和可识别的视觉效果 -- 一个理解营养标签的消费者面临挑战。在我们的 TVC 中，妈妈被扮演为 “英雄”，使用该应用程序帮助她的家人保持在每日推荐糖限量内。与此同时，一段在线视频显示一个用糖做的男孩，这让 5 岁的孩子每年用糖吃和喝自己的体重成为一个令人震惊的事实。执行实施: 该活动横跨电视和多个社交平台，中断糖的购买和消费，但所有活动都指向糖智能应用。与我的超市的合作伙伴关系向购买在线食品的父母强调了糖含量。数字显示和竞价推动了应用程序下载，同时同步电视和数字广告通过第二个屏幕中断了含糖产品广告。一个装在 3.6 书袋里的学校包提醒家长注意每日糖含量限制，并为教师提供了一个资源，让学生参与食物选择, 后续的 eCRM 为父母提供了 “最糟糕的犯罪” 食物和饮料的替代方案。包括领先超市在内的零售和产品合作伙伴提供了价值 200万英镑的健康选择折扣。为了在发布后最大化公关，我们通过社交渠道与名人妈妈 Jamelia 和电视营养师 Amanda Ursell 合作，克服了令人困惑的消费者问题，如标签和份量。以前，儿童没有简单的方法来确定他们饮食中的糖含量。他们隐约意识到太多的糖是 “有害的”。但他们需要亲眼看看。以一种他们容易认同的方式。这就是为什么我们使用 “糖立方” 作为糖的测量单位。该应用程序允许孩子们参与进来，享受 “猎糖” 的过程。该应用程序向那些不知道加工食品中含糖量的家庭以及那些不愿意告诉孩子他们根本不允许含糖食品的家庭开放了食品教育。

改变 4 生命-糖互换

案例简介：Outcome The campaign drove over 1.7m downloads of the Sugar Smart app, propelling it to the top of the app downloads chart. And these downloads changed our parents’ behaviour – with 1 in 3 mothers saying they reduced their children’s sugar consumption because of the campaign.* Our campaign became a national talking point, covered by all major news channels, with 903 pieces of content! We supported over 16,000 schools, 152 local authorities, 20 NGOs, 42 housing associations, and 500 pharmacies. Synopsis England’s children are facing an obesity epidemic fuelled by sugar hidden in their food. 1/5th of children are overweight when they start school, rising to 1/3rd of children by the time they leave primary school.* Overweight children become overweight adults, and overweight adults are prone to life-threatening diseases like heart disease, cancer and Type 2 diabetes.**Children are consistently over-consuming sugar, with many eating their body weight in sugar cubes every single year!*** Brief: To motivate and support families to cut sugar intake to within new government guidelinesObjectives:•To educate families on the levels of sugar in everyday products•To encourage families to cut sugar in their diet•To drive downloads of the Sugar Smart app to support sustained changes to daily habits* (NCMP, England 2014-5)** Singh AS, Mulder C, Twisk JW, van Mechelen W, Chinapaw MJ. (2008) Tracking of childhood?overweight into adulthood: a systematic review of the literature. Strategy Target audience: Change4Life targets mums and dads of primary school age children. Data gathering and insights: The main reason sugar consumption is out of control is because parents simply don’t realise how much is ‘too much’, or where hidden sugar is lurking.* Visualizing physical cubes helps parents understand the sheer volume of sugar in these everyday products, and consequently reduces those product’s attraction.** Relevance to platforms: Making the mobile the heart of our campaign was a no-brainer. Mobile is central to these people’s lives, with 83% admitting their first port of call for information is their phones, and 80% regularly downloading apps***. Approach: The campaign capitalises on the core insight of ignorance of sugar content. Firstly, we alert parents to the link between sugar and health harms. Secondly, we motivate parents visualise hidden sugar. Thirdly, we enable parents to take control of sugar intake using the app. Campaign Description The Sugar Smart app reveals the shocking levels of hidden sugar in everyday foods and drinks. Sugar content is revealed in sugar cubes via a barcode scan, offering a tangible and recognisable visual to the consumer – a consumer who finds understanding nutrition labels challenging. In our TVC, Mum is cast as the ‘hero’, using the app to help her family stay within the daily recommended sugar limit. Meanwhile, an online video shows a boy made out of sugar, bringing to life the shocking fact that 5 year olds eat and drink their own body weight in sugar each year. Execution Implementation: The campaign lived across TV and multiple social platforms to interrupt sugar purchase and consumption, but all activity pointed to the Sugar Smart app. A partnership with My Supermarket highlighted sugar levels to parents online food shopping at point of purchase.Digital display and biddable drove app downloads, whilst syncing TV and digital ads interrupted sugary product advertising through the second screen. A schools pack distributed in 3.6m book bags alerted parents to the daily sugar limit and offered teachers a resource to engage pupils on food choices, and follow-up eCRM gave parents alternatives to ‘worst offender’ foods and drinks. Retail and product partners including the leading supermarkets offered £2 million worth of healthy choice discounts. To maximise PR beyond the launch, we worked with celebrity mum Jamelia and TV nutritionist, Amanda Ursell via social channels, overcoming confusing consumer issues such as labelling and portion sizes. Children, previously, had no easy way to identify the amount of sugar in their diet. They were vaguely aware that too much sugar is ‘bad’. But they needed to see it for themselves. In a way that they can readily identify with. That’s why we used the ‘sugar cube’ as a unit of sugar measurement. The app allowed children to become involved and enjoy the process of ‘hunting down sugar’.The app opened up food education to families who were ignorant about about the amount of sugar in processed foods and those who were reluctant to tell their children they simply weren’t allowed sugary foods.