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Chris Regan

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THE BRIEF

A communications campaign that gets people in Britain aged 40-65 to stop leading a sedentary l i fe and therefore prevent healthy people becoming NHS patients.

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THE PROBLEM TO BE SOLVED

People in Britain aged 40-65 are not moving enough

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IT’S A WIDE OPEN BRIEF

Which is wonderful

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IT’S A WIDE OPEN BRIEF

Which is wonderful

BUT

It gives us a lot of scope to get it wrong.

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IT’S A WIDE OPEN BRIEF

Which is wonderful

BUT

It gives us a lot of scope to get it wrong.

SO

We need to define the opportunity – so we can get it r ight.

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DEFINING THE OPPORTUNITY

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THE FACT THAT MOVED US

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THE FACT THAT MOVED US

Inactivity kills more than obesity.

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THE FACT THAT MOVED US

"The greatest risk of an early death was in those classed inactive, and that was consistent in normal weight, overweight and obese people," Researcher, Prof Ulf Ekelund 

REFRAMING THE TASK

We’re not about fitness.

We’re about activity.

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THE TREND THAT’S KILLING US

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THE TREND THAT’S KILLING US

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THE EFFECTS ARE WIDE RANGING

Studies have l inked excessive sitting with

•overweight and obesity•type 2 diabetes•some types of cancer•premature death

Prolonged sitting is thought to slow the metabolism, which affects the body's abil ity to regulate blood sugar, blood pressure and break down body fat.

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THE NUMBERS ARE CHILLING

A study of 800,000 people concluded

112% increase in risk of diabetes147% increase in cardiovascular events90% increase in death caused by cardiovascular events49% increase in death from any cause   

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THE COST?

In 2009/10 inactivity was attributed a cost of £940m

NOT EVEN EXERCISE CAN SAVE US

2 hours of sitting cancels out 20 minutes of exercise.

So 2 working days of 8 hours cancels an entire government recommended weeks worth of activity – 150 minutes.

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BASICALLY

Sitting is the new smoking

AND IT’S ONLY GETTING WORSE

Since the 1950s the amount of sedentary jobs has increased 83%

4 out of 5 in the UK work in an office

44% of adults never do any moderate exercise.

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IT’S NOT A NEW PROBLEM

We’ve known since the 50’s that bus drivers have double the rate of heart attacks as bus conductors.

There’s no shortage of information on the internet or press about how bad sitting is for us.

So how do we change this self-destructive behaviour?

THE PROBLEM

Sitting is a social norm.

“Sitt ing is so incredibly prevalent that we don’t even question how much we’re doing it. And because everyone else is doing it, it doesn’t even occur to us that it’s not OK.” – Nilofer Merchant at TED 2013

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OUR TASK

Make people rethink sitting – and make them stand up

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MESSAGECONCEPT BEHIND COMMUNICATIONBeing inactive doesn’t mean being lazy

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TONEClever balance between humour and a underlying serious message

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DESIRED RESPONSEWHAT WE WANT PEOPLE TO REALISE

Sitting is how bad?! OK, well here’s an easy way around that...

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COMMUNICATION PROPOSAL

THE TIMER

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THE TIMER Desktop Widget downloadable from our website.

Sits active on desktop throughout day.

Press to record:Duration of time stood upNumber of occasions

Aggregates scores amongst teams/floors/companies

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THE DESIRED EFFECT

Use scoreboards to make the amount that people sit relative to others and thereby encourage movement in the workplace.

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POTENTIAL MOMENTS OF INTERVENT ION

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MOMENTS OF INTERVENTION

WHAT DOES SUCCESS LOOK LIKEPeople sitting for no longer than half an hour at a time.

ANY QUESTIONS?