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Queensland Health

People knew obesity was bad for them. Health & Fitness Age gave them a number of their own, and a daily habit to change it.

Industry: Public health
Location: Queensland
Kind of work: CampaignInteractiveApp

Queensland Health Health & Fitness Age campaign hero — A dot study for Queensland Health. Move across it.

By the numbers

Queensland Health, in numbers.

85%quiz completion rate

391Kcalculator completions

69Kapp downloads

7:34 minaverage site visit

01 · Habitat

Where Queensland Health lives.

Queensland Health was tackling obesity. People broadly understood the health impacts. Very few were changing what they did.

02 · Pressure

What buyers needed.

The job was to turn understanding into action, using the psychology of habit formation. The idea at the centre was a Health & Fitness Age: a measure that shows people how healthy they are compared with their actual age, and nudges them to start improving straight away.

03 · Adaptation

What we changed.

A TV campaign introduced the Health & Fitness Age idea and sent viewers online, where a 15-step interactive quiz calculated their own.

After the quiz, a mobile app gave people daily habits tailored to their results, nudging them towards lasting improvements.

04 · Selection

What happened next.

The quiz had an 85% completion rate. There were 391K calculator completions, 69K app downloads and an average site visit of 7:34 minutes. At the time it was regarded as the best performing QLD Health campaign to date.

Evolve into the obvious choice.

Your story starts by finding where buyers cut you. The Fitness Test shows you yours in two weeks, for $2,900.

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