Public Health Campaign
Capturing People’s Interest
Obesity Action Scotland
How a ’shift’ to more humorous communications, and the introduction of ‘The Organg’ for the serious topic of ‘obesity’ was a game-changer for Obesity Action Scotland and their public health campaign.
Brief
Obesity Action Scotland are a public-sector-based body. The organisation exists to promote healthier lifestyle habits. They had spent several years carrying out a wide-ranging review into the health implications of ‘obesity’ on our society.
The organisation were looking to present their findings to The Scottish Parliament alongside various policy recommendations. They wanted a better way to convey the key messages of the report.
These key messages included the impact of ‘obesity,’ not just on parts of our bodies that we would expect, but also amongst other vital organs.
Results
We had a very effective working partnership with Obesity Action Scotland, our work helped the organisation to…
– Effectively promote their research to key policy-makers in The Scottish Government.
– Persuade legislators to more seriously consider the findings of their research.
– Get their message over more successfully and memorably to the wider public at large.
– Create a campaign with endless scope for future iterations.
– Energise and reinvigorate their own internal teams.
How These Results Were Achieved?
The decision to use a humorous theme for the campaign was the main reason for its success. We believed getting ‘the interest’ of people was of paramount importance.
The creation of ’The Organg’ was just so much more engaging and captured the imagination to a much greater extent than drier, more technical public health campaigns.
Services Used
Strategic Communications | Creative Direction | Campaigns | Graphic Design | Illustration | Infographics | Copywriting
Our Collaboration in More Detail
The highlights of our work together…
The Organg
The Organg, a gang of ‘over-worked’ organs of an over-weight ‘Hamish’ were the stars of the campaign.
Everybody from Lance & Lucy Lungs to Gary Gut and others were all distressed, to say the least. All due to the pressures placed on them by ‘Hamish’ whose ‘over-worked’ body they lived inside.
‘Top-Trumps’ Inspired Infographic
One of the key features of the campaign was the introduction of ’Top-Trumps’ inspired cards for the the Organg. Shown as part of an infographic campaign.
Each Top Trump card showcased how that various organ is affected, the risk and danger levels, etc.
Memorable Characters
We created an entire set of characters including some particularly menacing characters including ‘Devlin Diabetes’ and ‘Coswall Cancer.’
“Obesity Action Scotland worked with THE LOFT to develop a series of graphics aimed to deliver health messages. The whole process from presenting wide range of ideas to choose from, to narrowing down the concepts, to fine tuning the final product, was easy and enjoyable. the team was very professional, approachable and easy going with plenty of initiative. Working with THE LOFT team was a pleasure, thank you!”
Dr Anna Strachan, Policy Officer of Obesity Action Scotland
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