Search our Case Studies

  • The Department of Health and its agencies M&C Saatchi and EHS Brann needed a programme of research to help guide development of the Change4Life campaign.

    Health behaviour change is not the easiest message to ’sell’. In this team effort, Define’s remit was to optimise an already excellent creative idea and to build a bank of audience insights to support the evolution of the campaign.

    We designed studies that would deliver truthful feedback for the team. We explored a wide range of existing and potential material for use across media channels and platforms. We needed to understand how the campaign connected with audiences; in particular, which components would be core and which made people disengage.

    We also explored in depth the audience’s response to each of the ideal health behaviours (e.g. eating less sugar and more veg, getting more exercise, and so on). The campaign aims to tackle all of these – no mean feat – but which do people find easy to consider and which are too much to think about without extra help and prompting?

    In answering this complex brief, we had to stand in the shoes of the audience, sensitively researching the needs, barriers and levers that might play a pivotal role in behaviour change and improved health outcomes in our society. Exciting stuff.