British Heart Foundation: The power of an online game to influence behaviour

SNAPSHOT

An entertaining online game encouraged children to fight the flab by making it fun to equate what they eat with their health.

KEY INSIGHTS

  • The British Heart Foundation (BHF) mounted a major campaign to tackle the growing childhood obesity crisis based on a clever insight: children like to learn through play.

  • The result was an unconventional online game Yoobot which engaged the target audience of 11-13 year-olds while at the same time subtly educating them about the impact of healthy lifestyles.

  • The Yoobot game had a major impact on this hard-to-reach young target audience, with 85% of users saying that it had made them think more about eating better and doing more to keep healthy.

SUMMARY

The British Heart Foundation (BHF) was founded in 1961 by a group of medical professionals who were concerned about the increasing death rate from cardiovascular disease. In 1986, the BHF became more involved in public education, and in 1990 moved into rehabilitation.