Motivating adults with savvy socials for PHE One You
Challenge
Public Health England’s ‘One You’ brand aims to motivate adults to take action for their health now, to prevent disease in later life – moving more, eating well, drinking less alcohol.
We needed to create a new social campaign to re-energise the brand, provide stand out and encourage action to make healthier lifestyle changes.
Solution
Our target audience was lower income adults, aged 40-60. For them, we needed to make ‘healthy’:
• Sound fun and rewarding, now and into the future
• Feel accessible – for ‘me’ and not for ‘them’
• Look easy, by showing them where to start
As such, we concepted, scripted, cast, filmed and edited a range of videos that were educational, while staying fun and engaging – we didn’t want to be condescending – while tailoring our messaging to the immediacy of social media.