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

1. 1
Chris Regan

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. THE PROBLEM TO BE SOLVED
3
People in Britain aged 40-65 are not moving enough

4. IT’S A WIDE OPEN BRIEF
4
Which is wonderful

5. IT’S A WIDE OPEN BRIEF
5
Which is wonderful
BUT
It gives us a lot of scope to get it wrong.

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
DEFINING THE
OPPORTUNITY

8. THE FACT THAT MOVED US
8

9. THE FACT THAT MOVED US
9
Inactivity kills more than obesity.

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. REFRAMING THE TASK
We’re not about fitness.

12. We’re about activity.

13. THE TREND THAT’S KILLING US
13

14. THE TREND THAT’S KILLING US
14

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. 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. THE COST?
17
In 2009/10
inactivity was
attributed a cost of
£940m

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. BASICALLY
19
Sitting is the new smoking

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. 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. 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. OUR TASK
23
Make people rethink sitting –
and make them stand up

24. MESSAGE
24
CONCEPT BEHIND COMMUNICATION
Being inactive doesn’t mean being lazy

25. TONE
25
Clever balance between humour and a underlying
serious message

26. DESIRED RESPONSE
26
WHAT WE WANT PEOPLE TO REALISE
Sitting is how bad?! OK, well here’s an easy way
around that...

27. COMMUNICATION PROPOSAL
27
THE TIMER

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. THE DESIRED EFFECT
29
Use scoreboards to make the amount that people
sit relative to others and thereby encourage
movement in the workplace.

30. POTENTIAL MOMENTS OF INTERVENTION
30

31. 31
MOMENTS OF INTERVENTION

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

33. ANY QUESTIONS?