Issuu on Google+

SVR: DEFINE

DEFINE DOMINIQUE MARSHALL


SVR: DEFINE

RESEARCH QUESTION/PROBLEM How can Southwark Council communicate the Change4Life messages/ activities in a way that condenses the information overload, and encourages engagement with the brand?


SVR: DEFINE

CLIENT

AUDIENCE 5-7 year old’s, parents, teachers

MESSAGE Inspire families/classes to get up and about for at least 60 minutes a day


SVR: DEFINE

THE GAP? DISCOVER • What attracts 5-10 year old’s? • How can learning be combined with playing? • Where do children learn about health? DELVE • Things that children interact with i.e. games, internet, magazines, cartoons etc don’t display healthy messages explicitly; are more about general interests. • Existing healthy living messages (Change4Life) are aimed at parents who choose whether or not to show it to their children • These messages may not be as ‘in your face’ or as vibrant as other mediums that children engage with are


SVR: DEFINE

CONTEXT

• • • •

Text heavy websites • Southwark has highest rate of childhood obesity Parents generally too busy to read through everything • 27% are classified as ‘obese’ from when they leave Games over reading information primary school and transfer into secondary school Unless parents download the information or order • 5-7ys: Need “early prevention of weight problems to the welcome pack and Do something, the whole avoid the ‘conveyor belt’ effect into adulthood” (Healthy Weight, Healthy Lives: A Cross-Government Strategy for ethos of ‘being active for 60 minutes a day’ won’t be England) implemented properly


SVR: DEFINE

METHODOLOGY

DECONSTRUCT & ANALYZE • Change4Life welcome pack • Existing downloadable materials • Collect existing indoor/outdoor activity examples • Explore what Southwark Council is already doing to implement Change4Life within the borough & how these could be improved/shown in new ways • Develop ideas for an outcome that incorporates being healthy messages into a playful environment


SVR: DEFINE

TIME PLAN


SVR: DEFINE

EXPECTED OUTCOMES


Define