The Broadbent Prize for Best Dedication to Effectiveness
Brand: The British Heart Foundation
Client: The British Heart Foundation
Entrant: Grey London
Principal Author: Peter Zezulka - Grey London
Credited Companies: Bloc Media - Digital Agency, PHD - Media Agency, Hall & Partners - Others, The British Heart Foundation - Client
Currently one in three UK children are obese or overweight and if this trend continues, it is predicted that 90 per cent of today’s children will be by 2050. This paper explains how a radical change of approach from ‘telling’ to ‘playing’ helped The British Heart Foundation set in place a generation’s lifelong eating patterns, and took steps towards tackling the obesity epidemic. The creative strategy involved ‘Yoobot’, an educational game which allowed children to experiment with the future health effects of diet. Children could either care for their ‘Yoobot’ or feed it into an early grave quite literally, learning about the effects of diet and exercise on their long-term health along the way. Over a million children created Yoobots and 78 per cent of the 11-13 year-olds who played claimed to have improved their diets.
The judges were very impressed by this paper as it understood how kids learn through play and in doing so showed how to effectively change their eating habits. It was a very clever campaign and a well deserved winner.
-Jennelle Tilling, Vice President of Marketing UK & Ireland, KFC, Yum! Restaurants International