The opportunity was to help reduce the levels of obesity and increase levels of physical activity amongst long-term unemployed males in Stockton on Tees. Research showed that the target demographic were hard to reach, and were predisposed to poor health, lack of exercise, poor diet and unwilling to seek GP advice.
We devised a campaign to increase the number of people accessing NHS funded health improvement trainers and highlighted interventions that could deliver weight management, physical activity and long-term personalised services.
A series of fun, awareness-raising events were implemented in working men’s clubs and town centres. Attendees played Nintendo Wii Fit, from which their data was collected so that they could be targeted with sustained health training information. Events were supported with promotional marketing, radio ads, a website, bus media, posters, leaflets and beer mat advertising.