Post on 12-Apr-2017
PRESENTED BY:
Lorraine Walsh Head of Marketing, Laya Healthcare
CSR Programme
Today…
Scene Setting & Insights
Strategy
Super Troopers with Laya Healthcare
Campaign Objectives
Campaign Execution
Key Results
Scene Setting & Insights
Growing concerns around childhood obesity
As an insurer committed to preventative health, we want to
help interrupt this cycle
Our target audience is: 25-44 year old females
Opportunity to bring our promise of ‘looking after you always’
to life
Scene Setting & Insights
Research told us who the biggest influencers are in a child’s life
Early intervention helps instill long-term positive change in habits
and behaviours
Scene Setting & Insights
Strategy
Strategy
Strategy
Engage and connect with the biggest influencers in a child’s life
Teachers Family Friends
Strategy
Strategy
Engage in a memorable and FUN way that boosts awareness and
participation
Be the first health insurer to deliver a bespoke health and
wellbeing experience within a nation-wide primary school setting
Maximise buy-in and participation by involving teachers
Strategy
Strategy
Deliver a CSR programme that is committed to long-term change
in attitudes towards healthy eating, well-being and exercise
Ensure the campaign is in-sync with our personality and values
Leverage wider sponsorship assets
Super Troopers with Laya Healthcare
Super Troopers with Laya Healthcare Ireland’s 1st ‘health homework’ programme
A unique programme for primary school children developed by teachers for teachers, in collaboration with Real Nation
Built on three pillars – Physical Activity, Nutrition and Wellbeing
Treat physical activity with the same importance as traditional homework
Initially piloted in 330 schools with 60,000 children
Super Troopers with Laya Healthcare
Optimised to work within the current educational framework and
curriculum:
Recognises opportunity and void between school and home
Addresses schools’ appetite for a sustainable programme around
physical activity
Measurable – regular feedback from parents and teachers
More than a brand sponsorship - long term CSR commitment
Super Troopers with Laya Healthcare
Campaign Objectives
Measureable Impact
Grow the Reach
Publicity
Recognition
Brand Awareness
Campaign Objectives Campaign Objectives
Brand Benefit
Measureable Impact
Grow the Reach
Publicity
Recognition
Campaign Execution
Activity Journal
Simple exercises
Family Wall Chart
Parent Letter
Measurement Surveys
Campaign Execution
Programme Materials
Super Troopers has backing of leading experts, delivering additional credibility and validity among teachers and parents and maximising
launch publicity
Dr. Fiona Chambers Director of Sports Studies and Physical Education, UCC
Brian Smyth Junior Rugby Development Coach
David Coleman Clinical psychologist and parenting expert
Campaign Execution
Expert Ambassadors
David Coleman, Child Psychologist
Super Troopers with Laya Healthcare
National launch photo call
Testimonials and case studies of participating schools and families
Expert comment from sports and psychology experts
Campaign Execution
Public Relations – Media Engagement
Campaign Execution
Media Highlights
Super Troopers Media Drop containing campaign assets sent to
key media
Campaign Execution
Public Relations: Media Engagement
Campaign Execution
Internal Communications
Leveraged existing sponsorship assets – Laya healthcare’s City Spectacular
Presence at Dublin and Cork with OTS of 250,000
Generated mainstream awareness
among our target audience
Boost for recruitment
Sponsored presence at the
Irish Primary Principal’s
Network (IPPN) conference
Campaign Execution
Leverage Sponsorships
Comprehensive calendar of content on Facebook and Twitter
Boosted school registrations
Dynamic video content
‘Get In The Game’ Facebook Competition amplified via TodayFM
Campaign Execution
Social Media
Bespoke Super Troopers website launched with tailored content and
support for children, parents and teachers
Campaign Execution
Digital Amplification
Key Results
94% of parents and 88% of teachers agree physical activity homework is a good
idea
84% of parents enjoy taking part in Super Troopers
75% of teachers said the programme encourages a link between home and school
71% of teachers and 70% of parents confirmed an increase
in children’s daily activity levels
66% of teachers reported having fun with their class
doing the activities
Key Results Key Results
confirmed an increase in children’s daily activity levels reported having fun with
their class doing the activities
Meeting Our Objectives – Measurable Impact
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key Results
are drinking more water have used the Super Troopers Activity Journal in PE lessons
said children are eating more fruit and veg now spend more time playing
games with their families
observed increased concentration levels
Key Results Meeting Our Objectives – Measurable Impact
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key Results Key Results Meeting Our Objectives – Grow The Reach
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key Results Key Results Meeting Our Objectives – Publicity
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key Results Key Results Meeting Our Objectives – Recognition
64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key Results Key Results Meeting Our Objectives – Recognition
Thank You