Radio Ads
In 2008, Ogilvy & Mather developed and launched a major anti obesity awareness campaign entitled ‘Little Steps Go A long Way’ on behalf of the Health Service Executive (HSE) and Safefood to tackle the problem of obesity across the Island of Ireland.
It was a fully integrated 360 degree campaign including television, radio, outdoor, direct marketing and digital activity designed to empower people, by demonstrating that small changes to physical activity and food habits will have a big impact on health and on the levels of people who are either overweight, or obese.
The campaign focuses on children as a creative device, in conversation, mimicking adults. It is designed to appeal to both parents/guardians and children themselves and to communicate positive messages about the little steps that can be made to improve a family’s level of physical activity and nutrition. The conversations are both funny and engaging and are intrinsic to everyday life.
Post campaign research revealed that the campaign was highly successful. It was seen as engaging and involving, with our audience more open to embracing behavioural change as a result of exposure to the advertising.
