From Innovation to Public Engagement

June 2013

Overview• Kaizo commissioned new report, From Innovation to Public

Engagement published in CorpComms magazine• Aim: to reveal the challenges and opportunities faced by

brands in the health and wellbeing sector• Marketing and communications executives from leading UK

and international brands participated in research

Introduction

Exploring the impact of increased pressure on industry from government, consumers and the media to support healthy living.•Through product innovation and renovation brands able to offer wider range of healthy choice•But changing behaviour to healthier choices remains difficult

Heinz: ‘Grow your own’

• Interactive Facebook App, encouraging families to grow their own tomatoes

• 342,000 ‘likes’ on Facebook page• Highlights heritage and ‘natural’ messaging• Subtle messaging – not ‘preachy’

Unilever’s Heart Age Tool

• Online calculator to estimate an individual’s ‘Heart Age’• Turns complicated risk score into an easy-to-understand

concept• Makes personally relevant• Provides tailored advice/plan to encourage behaviour

change • Six million people have already taken the test

Sainsbury’s: Active Kids Challenge

• Voucher scheme allowing organisations to exchange vouchers for sports equipment

• Tackling childhood obesity levels• Celebrity endorsement – e.g. David Beckham• Community involvement with staff and MPs• 49,000 schools/organisations have participated to date

Bupa: practice what you preach

• Healthy living incentive for employees• Offers yoga and zumba classes at work, running groups

and weight loss support programmes• High level of employee engagement

• 6,000 employees take part in Memory Walks• 4,000 employees involved in a Global Challenge highlighting

importance of exercise

Conclusion

Simplify the science Engage all stakeholders

Compel with the story Partnerships are key

Build communities – real & online

Conclusion

Encourage tracking

Make it personal To discuss further, call Kaizo

From Innovation to Public Engagement

Rhodri Harries, Managing Director

Rhodri.harries@kaizo.co.uk020 3176 4700