Taking steps to reduce childhood obesity

A 23red partnership case study



The idea:
10-Minute Shake Ups make getting active fun

In collaboration with: OgilvyOne / MEC / M&C Saatchi / Freud Communications / Carat and Kantar

Only 1 in 5 kids aged between 5 and 10 are getting the recommended 60 minutes of daily activity. And many aren’t even aware that a single 10-minute burst of activity can make a difference. Parents often find that getting their kids off the sofa can be even tougher than getting them to eat healthily. That’s where we come in.

Our thinking was simple ­– turn activity into something fun and entertaining and kids will want to do it. Our opportunity lay in offering parents low cost ways to keep their kids entertained during the long summer holidays.

We brokered a world-first partnership between Change4Life and Disney

Experiential activity was developed by Freuds and Spinning Clock

So, to turn activity into something fun and entertaining, we got together with someone fun and entertaining – Disney. By leveraging the emotional bond kids have with Disney characters, Change4Life was able to offer a package of fun, engaging games throughout the summer.

The package included free access to Disney-inspired games that parents could use to encourage their kids to get active for ten minute bursts every day.

We got schools involved too

Every primary school in England received bespoke resources for class activities to introduce 10-minute active bursts to kids before the end of term.

An eCRM programme of weekly emails and texts kept families engaged throughout the summer and included partner offers on physical activity equipment like scooters and trampolines. Lastly a regional road show brought hints, tips, ideas and demonstrations on how fun and easy 10-minute bursts of activity can be.

UNP Freuds 32316 Liverpool 12.jpg

‘10-Minute Shake Ups’ just keeps going from strength to strength. From tactical initiative to ‘always-on’ campaign, it continues to evolve and get kids moving

Activity in Year 2 encouraged kids to ‘Team Up to Shake Up’. Participating families chose a team of Disney characters. They then used their selection to personalise their pack and enter team-based competitions online.

Year 3 was all about ‘Finding Dory’, so the film’s fishy theme shaped everything from a wall chart featuring 10-Minute Shake Ups to swimming lessons. Aquatic Olympians, Tom Daley and Rebecca Adlington helped launch the Disney-inspired swim sessions while back on dry land, 10-Minute Shake Ups helped teachers get kids moving at regular intervals throughout the school day.


10-Minute Shake Up won an IPM Gold for Partnership Marketing Campaign and an IMC European Awards Silver in the Cause, Charity/Non-profit Marketing or Social category.