Using an understanding of

psychological motivation to deliver

marketing success

Alexia Clifford, Deputy Director of Marketing, Public Health

England

Jane Asscher, Founding Partner - Strategy and

Management, 23red

Agenda

• The Principles behind PHE’s behaviour change programmes

• Change4Life Vision

• The Behaviour Change Model

• The Movement

• Programme in action: SmartSwaps 2014 Campaign

• Evidence of success

The principles behind PHE’s behaviour change

programmes

• We are locally driven

• We are transparent and evidence led

• We will create more innovative content

• We will provide “on-demand” digital public health

• We will only ever work in partnership

Change4Life Vision

Change4Life’s aim is to inspire a social movement through which

government, the NHS, local authorities, business charities, schools,

community leaders and families can all play a part in improving children’s

diets and physical activity levels.

Government Departments, agencies and programmes

Food manufacturing

Non Governmental Organisations

Media

Physical activity

Retail

Local Delivery

Health professionals Local Authorities

Engaging the nation

1,937,406 families have

joined Change4Life

accounting for 2.5m

people

10.35% experience a

positive significant shift

after one year

220,000 children

participated in sport

38,000 more children

getting 60 active

minutes

89% of mums are

aware of Change4Life

and 95% of mums

associate it with

healthy eating

Dunn Humby analysis

showed encouraging

differences in 8

categories featured in

meal mixer

Smart Swaps Campaign 2014

Headline learnings from consumer

research

• Showing visually what’s lurking inside every day foods helps drive

motivation to change

• People don’t want to stop. But they will make an easy, like for like swap

• Swaps made repeatedly over time are more likely to embed faster

• Long term change will require maintenance

• Calories are important but need to be handled with care

The Initiative

We wanted to sign people up to choose one (or more) easy

swaps that could be made every day, and support them in

maintaining these swaps for one month

The campaign imperatives

Make this feel like a whole new

movement of swapping rather than

just isolated swaps

Create a clear role for registration in the programme and actively drive

consumers into it

Understanding existing shopping

behaviour in order to break down

ingrained habits

1

2

3

The Customer Journey

Landing page Registration Swap commitment

What you get:

- Vouchers

- Smart Swap Swapper

- Fridge magnets

- New improved Smart

Recipes app

- 4 weeks eCRM and SMS

Smart Swapper, fridge magnets

+ vouchers\

Share to social

Weekly eCRM

Yes No

Download app

Media channels

Retailer in-store offers

Shopping reminder Response Tips and offers

The Tools

The Smart Swapper with punch out swap fridge

magnets

- A wheel of meal ideas for each swap

- CTA icon to the meal mixer app for full recipes

- Stick to fridge to act as handy reference and

reminder

- Fun pledge based fridge magnets

- Daily calorie limit magnet guide

- Stick to fridge to act as handy reference and

reminder

and money off

vouchers

- Hundreds of offers to encourage

a swap

How this translated to media

AWARENESS

CONTEXTUALISE

NUDGE

REINFORCE

TV – 40s and 10s across relevant programming for our audience, throughout

January

Inserts – to sample the ‘Smart Swapper’ and drive registration to the

programme

Radio – 30 second ads to time target swaps at relevant times e.g. cereal swap

at breakfast

Digital - Search, contextual display, registration driving display, mobile & social

at relevant times

Outdoor and mobile – at supermarkets, in order to influence as

close to the point of purchase as possible

Social media – sharing swapping examples, hints and tips as well

as encouraging sign up

The Campaign in action

Retailers created their own in-store

campaigns…

POS Advertising ASDA magazine features Offers In store leaflet

…and offered unprecedented support

Local authorities were engaged up and

down the country

…as were schools…

…and contributed to some fantastic

results • 87% of mums saw the TV ad at least once and on average 10

times

• Over 1 million downloads of the Change4Life recipe app

• Sign ups to the campaign took the total number of Change4Life

family sign ups to 1.9m

• Social media activity took total number of followers to 750,000

• The majority of people who signed up to make a swap “stuck to it

like glue”

• Has led to significant savings on an individual level which has

been validated by retail data

• Kantar Purchasing data shows that for the 5 swaps there are

significant changes vs the same period one year ago

Thank you