A new health and fitness brand

Insight we gathered for Camden Council informed our campaign to help local people manage their weight. Our research team took to the streets to talk to different Camden communities, launched surveys with NHS staff and held focus groups with local families. We found out that lots of people didn’t think they or their family had a problem, even when they were clinically obese.

Our research findings fuelled the creation of Apples & Pears – a healthy weight brand for families reluctant to exercise. Our launch campaign used the principles of social marketing to challenge people’s view of themselves. Fun characters ask the target audience to question their shape and size, without passing judgement. It triggered a new audience to get fit and lose weight when they’d never considered it before. Meanwhile, we published a guide for health professionals to help raise the tricky topic of weight with their patients.

  • Date: 15/02/13
  • Client: Camden Public Health

Related Projects

  • Talent Management branding

    Branding / Client: NHS Leadership Academy

    Leadership Academy is an organisation that develops NHS staff to improve the health and experiences of their patients. Talent Management is one branch of what…

  • Rebranding the home of the Aegon Classic

    Branding Digital / Client: Edgbaston Priory Club

    When we refreshed the brand for the prestigious Edgbaston Priory Club, we needed to emphasise their heritage, while modernising their identity. The club’s a place…

  • Raising awareness in new environments

    Campaign Digital / Client: Smokefree Ealing

    We encouraged families (using a little pester power) to make their homes and cars smoke free as part of a second-hand smoke awareness campaign for…

  • Explaining changes in the NHS

    Branding Research Video / Client: NHS Leeds South and East CCG

    Because we’ve worked with more than 150 NHS teams on powerful public health campaigns over the past ten years, we’ve got to know the health…

  • Changing behaviour in Devon’s A&Es

    Campaign Research / Client: NHS Devon, Plymouth and Torbay

    Research we held in Devon informed a regional campaign to help people make better service decisions as part of the national NHS Choose Well initiative….

  • Appealing to job hunters

    Branding Research Strategy / Client: Doncaster & Bassetlaw Hospitals

    Although Doncaster and Bassetlaw Hospitals perform well and offer excellent opportunities to their staff, they were losing candidates for high-end roles to cities like London,…