Supporting simple changes towards a longer and happier life
A 23red partnership case study
In collaboration with: OgilvyOne / MEC / M&C Saatchi / Freud Communications / Carat and Kantar
One You encourages adults to rethink their health and provides access to positive solutions.
Whether it’s eating well, moving more, or quitting smoking, each campaign under the One You brand nudges people to take the first step of a behaviour change journey.
Launch activity included an exclusive offer with the largest group-based commercial weight loss organisation in the UK – Slimming World – promoted via 4,000 of their consultants.
We worked with Amazon.co.uk to create an ‘always on’ One You branded health hub.
Asda offered free blood pressure tests and heavily discounted blood pressure monitors in 255 of their pharmacies and we also provided a range of national employers – from Britvic and Travis Perkins to Crossrail – with a One You toolkit to encourage them to sign up to our One You 4-week workplace challenge. Royal Mail also included a One You postmark on mail that reached millions of households.
One You featured in 7,500 sites on the high street and in the community
Boots distributed 150,000 co-branded health measures throughout their network of 1,999 stores
Blood pressure is a key indicator of cardiovascular disease (including a stroke) from which 130,000 adults die each year. 'Heart Age' shows how old a person’s heart is to their actual age. The higher the heart age from the actual age, the higher the likely risk of ill health. So we were tasked with driving people towards the Heart Age Test – a quick and easy online tool which asks adults to answer several questions about their lifestyle to determine their heart age and then serves up lifestyle hints and tips on how to help reduce their heart age.
To do this we created an integrated campaign using Facebook, social, digital, point of sale and PR channels. We worked with numerous partners including local authorities, charities - amongst them The British Heart Foundation, Stroke Association and Blood Pressure UK, and pharmacies to promote the campaign.
Physical inactivity is a major cause of disease for adults in the UK. Over 6 million adults aged 40 to 60 do not achieve 10 minutes of continuous brisk walking over the course of a month.
One You’s physical activity campaign encouraged adults to build 10 minutes’ continuous brisk walking into their day to improve their health. The ‘Active 10’ app was developed to track their minutes and incorporate more of it into their lifestyles.
Our interactive out of home campaign helped people build Active 10 minutes into their lunch break. Ads on screen in high traffic city centres incentivised the Active 10 with the promise of a free healthy lunch from Boots within 10-minute brisk walk radius.
We supported the campaign with PR, social and experiential activity, and even got key influencers Eamonn Holmes and Dr Hilary Jones to promote the campaign.
The One You Launch won Bronze and Silver at the IPM Awards, whilst the Active 10 promotion won Bronze in the Innovation category of Ocean Outdoor's Creative competition.