HOW ARE THE KIDS? by Ehs 4d for CHANGE4LIFE

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HOW ARE THE KIDS?

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency Ehs 4d
Art Director Aaron Howard
Copywriter Anthony Abdool
Released February 2009

Credits & Description

Category: Flat Mailing
Advertiser: CHANGE4LIFE
Product/Service: ANTI-CHILD OBESITY CAMPAIGN
Agency: EHS 4D GROUP
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: EHS 4D GROUP, London, UNITED KINGDOM
Managing Partner: Miranda Arnold (EHS 4D)
Planning Director: Rob Isaacs (EHS 4D)
Art Director: Aaron Howard (EHS 4D)
Copywriter: Anthony Abdool (EHS 4D)
Account Director: Luciana Kavanagh (EHS 4D)
Account Director: Cassy Waugh (EHS 4D)
Chairman: Terry Hunt (EHS 4D)
Direct Marketing Consultant: Adrian Robertson (Department of Health)
Marketing Director: Sheila Mitchell (Department of Health)
Deputy Direct Marketing Marketing Director: Robert Irons (COI)
Senior Direct Relationship Marketing Manager: Eve Cooke (COI)
Senior Direct Relationship Marketing Manager: Danielle Pettitt (COI)
Direct Marketing Director: Marc Michaels (COI)
Lead Art Director: Tristan Sellen (EHS 4D)
Lead Copywriter: Sarah Wood (EHS 4D)
Senior Data Planner: Simon Warren (EHS 4D)
Senior Technical Consultant: Murdo Ross (The Lateral Group)
Print Consultant: Lisa Mastin (The Lateral Group)
Behaviour Change Planning: Alison Hardy (Department of Health)
Crative Services/Production: Barbra Drummond-Hay (EHS 4D)
Media placement: Door Drops - Royal Mail - 1 March 2009
Media placement: Direct Mail - Targeted To Identified 'at Risk' Postcodes - 1 March 2009
Media placement: 3rd Party Inserts - Red House, Primary Times - 1 March 2009
Media placement: National Press Inserts - Sun, News Of The World, The Mirror - 1 March 2009
Media placement: Take Ones At Doctors' Surgeries - IDS - 1 March 2009
Media placement: Woman's Weeklies - Woman, Bella, Chat, Reveal, Best, Now, Heat, Closer - 1 March 2009
Media placement: Government Channels - Schools, Healthy Start Mailing - 1 March 2009

Describe the brief/objective of the direct campaign.
Change4Life is England’s new campaign to combat childhood obesity – the most ambitious launch of its kind in the world. We targeted families with children aged between 2-11 who are at risk of obesity in later years. Primarily mothers on a low income with children who have an unhealthy diet. They find it hard to think of ways to be active and always take the path of least resistance. How Are The Kids? was our recruitment tool - a national survey into our children’s health, to really make the issue personal to these ‘at risk’ families.

Explain why the creative execution was relevant to the product or service.
Change4Life is designed to involve mums. We learnt from their favourite media – women’s press and soap operas. They tend to have lower literacy levels, so the material is highly visual, using characters from the ATL campaign, and full of tips to instigate change. How Are The Kids? was designed to be completed by mums and kids together - we didn’t ask mum to make any judgements, but just run through a typical day with their kids about their food and exercise. They then received a highly personalised Action Plan – featuring their children's names and results against eight ‘healthy habits’.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our objective was to ‘personalise’ the issue of obesity for at risk families – to realise that their children are as much at risk as other families without pointing the finger. How Are The Kids? was the biggest national survey of its kind ever conducted into child’s health. Running a nationwide ‘survey’ rather than using more conventional recruitment methods was an unproven technique that paid off. Asking our audience a series of questions about their children’s diet and activity habits meant we could assess their behaviour and ultimately recruit 100k mums into our CRM programme to help change behaviour.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
How Are The Kids? has smashed all response targets, and is the most cost-effective and responsive campaign the COI have recorded in recent years. We had over 346,000 returned questionnaires, compared to our target of 100,000, which meant we recruited enough families into our CRM programme for the year within just two months. CPR was £5 vs a COI average of £17 and against forecast of £28. What was great – and beyond our expectations – we achieved a very high opt in rate to our key direct channels: 82% in fact.