COI/Department of Health

This campaign, from COI, the UK government's advertising arm, and the Department of Health, won a bronze in the best use of field marketing category at the 2009 DMA Awards.

COI/Department of Health

Carlson Marketing

THE TEAM

Piggy Lines, Nigel Holmes, David Kerrigan, Danielle Tillett, Andy Gorton, Annlouise Cawley, Robert Wadman, Roy Barker, Jenny Haselden, Claire Morris.

WHAT IS WONDERFUL ABOUT THIS WORK?

How do you talk to parents with kids at most risk of obesity when they're probably the cause? The key measure was questionnaire completion, for which we achieved 153% of the target.

OBJECTIVES

To achieve 8,500 completed 'How are the kids?' questionnaires, provide information on eight behavioural changes and help personalise the issue to the target audience.

STRATEGY AND TARGETING

We know that if we do nothing,...

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