This campaign does a “traditional” job really well. The use of real people and real life situations really works and the team report continued success for the initiative. The approach also works well across new media and integrates each of the channels seamlessly. It also does a great job of straddling the fine line between being a “Government ad” which reassures people that the advice will be reliable and authoritative while also steering well clear of any political intent.
Sometimes, the correct solution is a simple proposition supported by a proven and clear publicity strategy.
Here’s what NSW Health said about it:
The Get Healthy Information and Coaching Service® is a free, confidential telephone-based service which helps people make lifestyle changes regarding healthy eating, being physically active, and achieving and maintaining a healthy weight. Since its inception in February 2009 the Get Healthy Service has reached over 25,000 NSW residents. In order to provide a fresh approach to advertising and maintain the momentum of participant recruitment a new advertising campaign was developed. The new campaign presents real life stories of Get Healthy Service graduates who have successfully changed their lifestyle.
Creative Agency: JWT
Target audience: The target audience for the campaign is NSW adults aged 18 years and older, who are at risk of chronic disease because they are not meeting the healthy eating and physical activity guidelines or are not of a healthy weight.
Campaign execution: The campaign features 30 second television commercials as well as print, radio and online advertising. Each television commercial features the real story of one Get Healthy Service graduate. The commercials are aired in male and female pairs on alternating weeks. Each pair will air for 6 months. A direct mail strategy is being implemented in alignment with the television advertising
Evaluation: Currently in market – monitoring currently includes data collection of website visitors and calls and registrations to the service. For those who register to participate in the Information-only or Coaching service, information is collected on the source of referral and the options include mass media – specifically television, print, radio, website.