The challenge
The department of health, wanted improve people's health by helping users change their behaviour and lifestyle. To do this they wanted to launch a campaign around new year resolutions as this is the key time that most people try to give something up.
The solution
This was an interesting project because the site was based on a key behavioural insight; that it takes 28 days to form a new habit. For a new habit to become routine, the tasks set needed to be small and repeated daily. The solution was to create a microsite for the new year resolution period, that helped people change their behaviour in a positive way. We achieved this by creating a very simple site that allows the user to choose an activity or habit they want to improve for instance; eating more healthily or exercising more, and then allowed them to select a small task to do this . The main part of the campaign was the support through the 28 day programme through email and SMS. The support messages asked the user to respond back with how they were doing, we then gave a positive support message.At the end of every week, a progress roundup was sent again with a supportive message.
The Result
A massive 70% of people who committed to the resolution programme completed the 28 days. Survey feedback suggests that users were very engaged and welcomed the support
Awards
DMA awards - Gold - Best public sector site - 2013
Change4life - Resolution booster
DMA awards - Silver - Best public sector user experience - 2013
Change4life - Resolution booster
UXUK awards - Shortlisted - 2013
Change4life - Resolution booster