COI

The work of Lateral Group and Profero for client COI is recognised in this case study. For How Are The Kids - a health campaign which won bronze in the best use of email marketing category at the 2009 DMA Awards - over 45,000 detailed email action plans were then sent out to "at risk" households.

COI

Lateral Group and Profero

THE TEAM

Murdo Ross, Danielle Pettit, Bhauna Thakershi, Sille Opstrup, Attia Jamil, Patricia Mulligan, Reena Shah, Gieta Ellul, Laura Parkes, Attie Viljoen.

WHAT IS WONDERFUL ABOUT THIS WORK?

The health campaign How Are The Kids needed to create and deliver each personalised action plan (for 100,000 expected recruits) in 24 hours. Sign-ups were 200% over target and 77% were the at-risk families we needed to reach.

OBJECTIVES

To kick-start a lifestyle revolution that will save both money and lives. To reverse current trends and help today's children become healthier adults.

STRATEGY AND TARGETING

Many of...

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