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From Innovation to Public Engagement
June 2013
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Overview• Kaizo commissioned new report, From Innovation to Public
Engagement published in CorpComms magazine• Aim: to reveal the challenges and opportunities faced by
brands in the health and wellbeing sector• Marketing and communications executives from leading UK
and international brands participated in research
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Introduction
Exploring the impact of increased pressure on industry from government, consumers and the media to support healthy living.•Through product innovation and renovation brands able to offer wider range of healthy choice•But changing behaviour to healthier choices remains difficult
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Heinz: ‘Grow your own’
• Interactive Facebook App, encouraging families to grow their own tomatoes
• 342,000 ‘likes’ on Facebook page• Highlights heritage and ‘natural’ messaging• Subtle messaging – not ‘preachy’
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Unilever’s Heart Age Tool
• Online calculator to estimate an individual’s ‘Heart Age’• Turns complicated risk score into an easy-to-understand
concept• Makes personally relevant• Provides tailored advice/plan to encourage behaviour
change • Six million people have already taken the test
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Sainsbury’s: Active Kids Challenge
• Voucher scheme allowing organisations to exchange vouchers for sports equipment
• Tackling childhood obesity levels• Celebrity endorsement – e.g. David Beckham• Community involvement with staff and MPs• 49,000 schools/organisations have participated to date
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Bupa: practice what you preach
• Healthy living incentive for employees• Offers yoga and zumba classes at work, running groups
and weight loss support programmes• High level of employee engagement
• 6,000 employees take part in Memory Walks• 4,000 employees involved in a Global Challenge highlighting
importance of exercise
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Conclusion
Simplify the science Engage all stakeholders
Compel with the story Partnerships are key
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Build communities – real & online
Conclusion
Encourage tracking
Make it personal To discuss further, call Kaizo