ENCOURAGING ENTOMOPHAGY

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CHALLENGE

How can we use out-of-home media to get the people of Leeds to try eating crickets?

Our food choices are having a devastating impact on our waistlines and the environment.

Insects may be the answer – they are a rich in protein, low in fat and highly sustainable. However, they are currently not very popular or appealing to our Western palate.

Grub set us the challenge of getting the people of Leeds to try their tasty cricket snacks using out-of-home media.

UNSEEN OPPORTUNITY

We partnered with Kinetic in order to test out a series of behaviourally-informed posters in Trinity Leeds shopping centre.

The behavioural executions applied the Scarcity effect, Messenger and Descriptive Norms, alongside a range of other behavioural principles.

RESULTS

Compared to the standardised ‘rational’ control poster, our ‘Norming’ poster increased taste-trials by 87% and our Scarcity-based poster increased trials by over 120%

 

THE 10 MINUTE SHAKE UP

 
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CHALLENGE

How can we increase daily physical activity in children under 10 during their summer holiday?

In 2014 Public Health England launched their 10 Minute Shake-up campaign aimed at encouraging children under 10 to be active every day during over the 6 week summer holiday.

Our challenge was to enhance the 10 Minute Shake-up campaign and make the 2015 version even more effective than the year before: to get kids doing at least two bouts of activity every day, and make a habit of doing so.

UNSEEN OPPORTUNITY

We embedded a myriad of behavioural principles into the online and offline CRM journey to ensure kids and their parents wanted to get and stay involved.

For example, the Goal Gradient Effect was used to give children a sense of reward and progress, keeping them motivated. When children logged activity on the campaign website, they received a badge and their next badge started to appear.

Exclusivity and salient rewards were used to encourage kids to do more than just the minimum amount of activity: logging additional activity unlocked special content from a Disney character.

RESULTS

By behaviourally optimising the 10 minute shake-up CRM programme, we helped drive and sustain 750,000+ activity logs over the 6 week period.

DMA - Winner - Silver 2015

 

BABIES OF THE BOROUGH

 
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CHALLENGE

How can we reduce antisocial behaviour on the streets of Woolwich following the London riots of 2011?

The London riots of 2011 brought vandalism of local businesses, looting and anti-social behaviour problems to the boroughs. Ogilvy Change were recruited to help reduce the problem through behavioural means.

UNSEEN OPPORTUNITY

We took three behavioural principles and applied them to a ubiquitous presence on high streets across the world- the shop shutter

We applied proximity bias, reciprocity and used baby schema that evokes the feeling of caring in humans and painted them on the shutters of shops.

RESULTS

Where the usual answer to curb antisocial behaviour is to increase police presence, which can be expensive and not always effective, we reduced overall antisocial behaviour in Woolwich by 24% with just a few cans of spray paint. The shopkeepers have since embraced the idea as their own

 

REDUCING CHILDHOOD OBESITY

 
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CHALLENGE

How can we help tackle the problem of child obesity in Mexico?

Mexico now has the most obese population of the entire world. Experts say because of the epidemic their children would be the first generation live a shorter life than their parents. 

Our challenge was to change the habits of Mexican children.

UNSEEN OPPORTUNITY

Seeing that the behaviours we sought to change we’re embedded in both the culture as well as the habits of Mexican people we created behavioural interventions at the national level such as our reality TV show Hermosa Esperanza, as well as at the kitchen level with our 18 behaviourally designed kitchen products.

RESULTS

United for healthier kids became a huge hit. Millions of Mexicans families, celebrities, news outlets, popstars, even Mexico’s secretary of health joined the movement. Hermosa Esperanza draw in over 30 million viewers and was even nominated for best show in Mexico’s most important TV awards.

3 million people participated in the online platform, twice as many as Michelle Obamas Lets Move initiative, but more importantly we ignited a movement that will help a whole generation of Mexican parents and children to adopt healthier behaviours for years to come.