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Winning Strategy - APG Strategy Essentials

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Winning Strategy - APG Strategy Essentials

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Winning strategy responding to the brief set at the beginning of the course to 40+ of London's best young planners.

Judges Feedback:

"Stood out for the inexorability of the logic, your re-framing of the task and the simplicity and effectiveness of your central idea which was practical, engaging, infectious. Very good use of behavioural economics to guide your strategy – we liked the idea of specific times/moments. Good use of facts to land the thinking – we loved the bus driver/conductor analogy. Spot on."

Judging Panel:

David Hackworthy, CSO at Fallon
Shekhar Deshpande, Global Planning Director at JWT
Sarah Newman, APG Director
Laura Sammarco, Senior Planner at JWT
Ruari Curran, Head of Planning at Gravity Road
Katie Lancaster, Independent Strategist

Winning strategy responding to the brief set at the beginning of the course to 40+ of London's best young planners.

Judges Feedback:

"Stood out for the inexorability of the logic, your re-framing of the task and the simplicity and effectiveness of your central idea which was practical, engaging, infectious. Very good use of behavioural economics to guide your strategy – we liked the idea of specific times/moments. Good use of facts to land the thinking – we loved the bus driver/conductor analogy. Spot on."

Judging Panel:

David Hackworthy, CSO at Fallon
Shekhar Deshpande, Global Planning Director at JWT
Sarah Newman, APG Director
Laura Sammarco, Senior Planner at JWT
Ruari Curran, Head of Planning at Gravity Road
Katie Lancaster, Independent Strategist

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Winning Strategy - APG Strategy Essentials

  1. 1. 1 Chris Regan
  2. 2. THE BRIEF 2 A communications campaign that gets people in Britain aged 40-65 to stop leading a sedentary life and therefore prevent healthy people becoming NHS patients.
  3. 3. THE PROBLEM TO BE SOLVED 3 People in Britain aged 40-65 are not moving enough
  4. 4. IT’S A WIDE OPEN BRIEF 4 Which is wonderful
  5. 5. IT’S A WIDE OPEN BRIEF 5 Which is wonderful BUT It gives us a lot of scope to get it wrong.
  6. 6. IT’S A WIDE OPEN BRIEF 6 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 right.
  7. 7. 7 DEFINING THE OPPORTUNITY
  8. 8. THE FACT THAT MOVED US 8
  9. 9. THE FACT THAT MOVED US 9 Inactivity kills more than obesity.
  10. 10. THE FACT THAT MOVED US 10 "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
  11. 11. REFRAMING THE TASK We’re not about fitness.
  12. 12. We’re about activity.
  13. 13. THE TREND THAT’S KILLING US 13
  14. 14. THE TREND THAT’S KILLING US 14
  15. 15. THE EFFECTS ARE WIDE RANGING 15 Studies have linked 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 ability to regulate blood sugar, blood pressure and break down body fat.
  16. 16. THE NUMBERS ARE CHILLING 16 A study of 800,000 people concluded 112% increase in risk of diabetes 147% increase in cardiovascular events 90% increase in death caused by cardiovascular events 49% increase in death from any cause
  17. 17. THE COST? 17 In 2009/10 inactivity was attributed a cost of £940m
  18. 18. 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.
  19. 19. BASICALLY 19 Sitting is the new smoking
  20. 20. 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.
  21. 21. IT’S NOT A NEW PROBLEM 21 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?
  22. 22. THE PROBLEM Sitting is a social norm. “Sitting 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
  23. 23. OUR TASK 23 Make people rethink sitting – and make them stand up
  24. 24. MESSAGE 24 CONCEPT BEHIND COMMUNICATION Being inactive doesn’t mean being lazy
  25. 25. TONE 25 Clever balance between humour and a underlying serious message
  26. 26. DESIRED RESPONSE 26 WHAT WE WANT PEOPLE TO REALISE Sitting is how bad?! OK, well here’s an easy way around that...
  27. 27. COMMUNICATION PROPOSAL 27 THE TIMER
  28. 28. THE TIMER 28 Desktop Widget downloadable from our website. Sits active on desktop throughout day. Press to record: Duration of time stood up Number of occasions Aggregates scores amongst teams/floors/companies
  29. 29. THE DESIRED EFFECT 29 Use scoreboards to make the amount that people sit relative to others and thereby encourage movement in the workplace.
  30. 30. POTENTIAL MOMENTS OF INTERVENTION 30
  31. 31. 31 MOMENTS OF INTERVENTION
  32. 32. WHAT DOES SUCCESS LOOK LIKE People sitting for no longer than half an hour at a time.
  33. 33. ANY QUESTIONS?

Hinweis der Redaktion

  • *The study was carried out by researchers from Loughborough University and the University of Leicester
  • http://www.cbsnews.com/news/two-hours-of-sitting-cancels-out-20-minutes-of-exercise-study-finds/

    http://www.nhs.uk/Livewell/fitness/Pages/physical-activity-guidelines-for-adults.aspx
  • *Heart.org
  • A surprise
    Realisation about what inactivity means
    A change in thinking about inactivity/sitting down
    Understanding that it takes a small step/change in habits to shift from being inactive to being active

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