A campaign to help children stay healthy and reduce the risk of obesity.


Shockingly, over a third of UK children are overweight. To stay healthy and reduce the risk of obesity, children must do at least an hour of physical activity every day.

Our challenge was to work with PHE to encourage children to do 10 minute bursts of activity—to help reach the recommended 60 minutes—every day during the summer.

Our creative strategy (supported by behaviour change principles) was to entice parents to sign up, get kids excited about starting to play and to maintain their interest throughout the summer. The platform was composed of three distinct parts; Signing up, Starting to play & Keeping going.


Parents were kept engaged with emails containing offers, news about new online content and reminders about the health benefits for their kids taking part.

The campaign clearly had mass appeal as registrations were 22% above forecast at over 700,000 in less than one month. We also achieve sustained behaviour: children continued to log their Shake Ups in significant numbers throughout the summer – the number logged in week 6 (327k) was similar to the number logged in week 1 (373k), and over 70% of participants were still using the programme 1 month after the campaign ended.

Change4Life 10 Minute Shake Up with Disney was a winner of two Silver DMAs in 2015 for Best Public Health campaign and Best Use of Direct Mail.