QLD Government launches new ‘Find your happy healthy’ obesity campaign via Publicis Worldwide
The Queensland Government is continuing its focus on reducing the State’s obesity rates with a transformative communications strategy and execution through agency Publicis Worldwide.
Statistics reveal that 64% of Queenslanders are overweight or obese. The Government’s goal is to increase the proportion of adults and children with a healthy body weight by 10% by 2026.
In a break from conventional weight-loss communications that focus on reducing kilojoules and exercising more, the campaign “Find your happy healthy” will focus on the happy and healthy aspects of Queenslanders’ lives and encourage them to do more of them.
Says Robert Hoge, senior director of strategic communications, Queensland Health: “Obesity is a big issue for Queensland and in the behaviour-change space we know we are competing with some
big players, which is why we are always looking at new and interesting ways to engage the public.”
Says Ryan Petie, executive creative director, Publicis Worldwide: “Queenslanders regard reducing kilojoules and exercising as hard changes to make. The “Find your happy healthy” campaign asks our audience to work out what makes them happy, make sure it’s healthy and do more of it.
“We know from research that most overweight or obese Queenslanders realise they need to do something about it and this campaign is all about letting them know it doesn’t have to mean doing things they don’t like, which can seem unachievable.”
“Find your happy healthy” will roll out Queensland-wide in TV, press, social and digital starting this week and includes a digital tool called the #HappyHealthy Habit Selector for people to find the three #HappyHealthy things they love and information on how to do more of them.
Client: Queensland Health
Director of Marketing and Communications – Alison Bock
Marketing Manager – Jennifer Cassidy
Team Leader – Heather McGregor
Campaign Managers – Abby McDonald & Chec del Mundo
Creative Agency: Publicis Worldwide
Managing Director – Simone Waugh
Executive Creative Director – Ryan Petie
Associate Creative Director – Ian de Raat
Associate Creative Director – Christian McKechnie
Head of Art – David Schaak
Senior Copywriter – Kirsten Twigg
Strategy Director – Mike Redfern
Head of Broadcast and Content – Vicki Lee
General Manager – Jane Young
Business Director – Emma Salmon
Account Manager – Linh Diep
Digital Project Director – Alexandra Sundqvist
Tech Lead – Fredy Lievano
Digital Designer – James Dimarco
Project Manager – Damien Doonan
Social Planner – Scott Isaac
Media Agency: Mediacom
Production Company: Prodigious
Director: Kate Halpin
Producer: Karen Hayward
Editor: Aleksandris Manou
7 Comments
Sooo, let’s reinforce how hard it is to get healthy. Interesting strategy.
NIce one schaaky !
Shit, utter, utter shit. Turning adjectives into nouns, how clever and original. Not. Patronising VO, no real advice or information…
super lazy creative
seriously, the adjective/noun thing is so repulsively yesterday.
Such ugly, ‘addy’ creative.
This is like a bad mood film that the client saw and said, “Let’s just run that!”
Rubbish.
What’s obvious from this campaign is that the strategy and creative people do not have even the most basic understanding of how behavioural change and social marketing works. If they did they wouldn’t have come up with this utter fail.
“Just do what you love, make sure it’s healthy and do more of it”.
This campaign is so concerned and busy with the idea of “let’s not lecture” it fails at offering anything close to meaningful assistance, actionable ideas, advice or how to’s. And by the way, if solving the obesity epidemic was that easy, well we wouldn’t have an obesity epidemic in the first place.
“Be best”
That’s about all you can say for it.