Public Health England: Change4Life resolution booster

OgilvyOne London

The team

Emma De La Fosse – Executive Creative Director
Charlie Wilson – Executive Creative Director
James Sexton – Creative Director
Matt Williams – Creative Director
Brian Sassoon – Head of Planning
Alistair Duvoisin – Business Director
Mark Woodward – User Experience Architect
Amanda Jackson – Content Strategist
John Reardon – Head of Delivery
Jake Scully – Designer

How did the campaign make a difference?

Of those who talk about a New Year's resolution, 26% commit to it and only 10% succeed. 'Chunking' a big abstract goal into smaller behaviours, plus a digital support programme, meant around two thirds (62%) achieved what they pledged. Over half (56%) achieved more than previously.

What details of the strategy make this a winning entry?