According to The World Health Organization (WHO), childhood inactivity is one of the most serious public health challenges of the 21st century. Physical activity helps children grow strong bones, maintain a healthy weight, and prevent deadly lifestyle illnesses.
A new study—commissioned by the Danish Health Authority—shows that only 10 pct. of Danish 11-year old girls meet the recommendations issued by the WHO: Children need to accumulate at least 60 minutes of physical activity each day. At the same time, the study shows that a parent's effort has the greatest impact on his/her child's activity level.
In view of this, The Danish Health Authority launched a campaign aimed at parents to pre-teens on May 1, 2017. The work themed "Less Will Do” is part of the Danish Health Authority “Get Moving” campaign, which launched in early 2010.
The core creative idea of our film is simple. A determined father is preparing himself physically and mentally for what seems to be a sports competition involving a puzzling body position. The spot depicts the father on his insurmountable mission battling doubt and uncertainty. As it turns out, he is preparing himself for something completely different and less challenging: Supporting his child to get the exercise she needs.
First objective was to achieve a low drop-off on social media: We wanted the film to grab the audience with a surprising narrative and visual treatment and hold them long enough to be affected by the message and prompt them to act. The puzzling and unusual body position significantly increased the number of people watching the film to the end by building up suspense and surprise. As a result, the film had a very low drop-off (video: 48%) indicating that the film is engaging to its audience.
Second objective was to address a common misconception: In devising our work in partnership with The Danish Health Authority, we found that the target group carried on a common misconception: The majority of Danish parents to pre-teens believe that motivating children to get moving is an overwhelmingly big task that not only requires loads of time but also requires you to be in physical shape. We used this insight combined with insights about what moves the audience and how they want to be approached and then built the message in that direction.
Third objective was to produce a film with the strength to leverage engagement on social media: In today's crowded market and with a limited budget, we wanted to set the PSA apart by appealing to both children and parents. We did this by launching a competition on social media. With reference to the father in the film, we encouraged young people to nominate adults who had made an extraordinary effort to motivate and inspire them to be physically active. By tagging this person with a description on how this person had influenced their lives in terms of being active, they automatically participated in the competition. The film as a lever for online engagement contributed to a very large spread of the film and set positive discussions between generations—about the importance of physical activity—underway.
The film reached 1 mio views within its first 5 days of airing on Facebook. Over 66,000 'engagements' (likes, comments and shares) indicated that the campaign resonated with its target audience. The ad was aired on National TV (TRP: 240 / Net Coverage: 57% / Frequency: 4.2) and before, after and during halftime breaks in all Alka Superliga matches played in the month of May 2017. Over 1,000 people participated in the competition tagging over 1,000 people on Facebook. In this way, the users promoted the campaign by sharing, tagging and commenting with their own advice and ideas on how to motivate and encourage children to get moving.