Change4Life: Alerting parents to hidden sugar and helping them take control

This case study describes how Change4Life, a public health programme in the UK, helped parents reduce the amount of sugar their children were eating.

Change4Life: Alerting parents to hidden sugar and helping them take control

Agency: OgilvyOne UK

Our children's sugar consumption is out of control. This contributes to alarming levels of childhood obesity, with a third of children overweight or obese. The challenge was to reduce sugar in childrens' diets by alerting parents to the problem and equipping them with the tools to solve it.

Strategy

Using habit formation theory to reduce sugar consumption, an eCRM programme and pack used four elements to embed behaviour change.

Motivation: making parents want to reduce their child's sugar intake.

Cues: reminders to reduce sugar.

Response: supporting...

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