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Friday 5 - 11th November 2016

Posted by Amirah Jiwa
11 November, 2016

Your weekly helping of five interesting ideas to take you into the weekend. Curated by Good Business and delivered straight to your inbox first thing on a Friday, if you subscribe here

(1) Great British Workout

To celebrate their new coconut water offering, Innocent Drinks launched a campaign that aimed to show people all the ways nature can serve the same purpose as an indoor gym, only better. Commuters leaving urban gyms were handed brochures by the innocent ‘membership team’ that inspired them to ‘exercise wild’ and encouraged them to join the innocent Coconut Water Gym – otherwise known as the great outdoors. Suggested activities included walking, rowing in the open sea, and switching step class for steep hills. Other activations included providing athletes at fixed sporting events – such as the Wolf Run, Ironman, Total Warrior and Spartan Sprint – with a branded cool down and chill out area and rewarding those already ‘exercising wild’ in parks and outdoor spaces with free samples of ice cold Coconut Water.  The campaign made consumers look twice and puts a clever and playful spin on current trends in healthy consumption. We’re looking forward to the other ways that Innocent will bring to life its ‘ideas for natural living’ strategy.

(2) Christmas Coursework

A student’s coursework went viral when people mistook it for this year’s widely-anticipated John Lewis Christmas ad. Nick Jablonka's piece of animation, which he produced in just two weeks for his A-Level in Media Studies, features a love-struck snowman stuck in a snow globe and incorporates all the traditional hallmarks of the retailer’s festive spot: a lonely snowman, heart-tugging music, a calendar marking the days till Christmas, and the subtle hint that true happiness comes through buying and delivering gifts. While we were excited by Jablonka’s work, however, what really caught our interest was the brand’s response: rather than just releasing a statement to say the ad was not theirs, John Lewis invited the student  "behind the scenes" to see how the real thing is made. John Lewis has achieved every marketer’s dream with their annual advert anticipated, recognised, and emulated, rather than merely enjoyed. And, with this move, the brand manage to spin even more marketing gold by using their reaction to Jablonka’s success to further position itself as a company that celebrates and embraces the creativity and engagement of its audience instead of just aiming for a large eyeball-reach. The real 2016 ad was released yesterday and has already racked up more than six million online views, as well as plenty of commentary pieces from all the major newspapers.

(3) Nudges Via Nutmegs

A few weeks ago Football Beyond Borders, an organization using football for positive social change, hosted their annual showcase. Special guests included England football player Eniola Aluko and Sports Journalist Leon Mann, but the true stars of the evening were their young participants who took to the stage to graduate the FBB Schools Programme which uses powerful behaviour change tools to tackle high exclusion rates in schools across the country. For any school partnership, Football Beyond Borders identifies a group of students who are at high-risk of exclusion and sets up a football team for them where players are required to attend a thirty-minute study session before each practice. Good behaviour and effort are rewarded with overnight football trips and opportunities to participate in sports media training events. The approach has been impactful, total number of incidences of bad behaviour by participants dropping 27% and a shift seen in the way participants feel and interact with school. We’re generally big believers in behaviour change tactics that start with the person, rather than the negative behaviour itself as a force for change, and this is a great example (that reminds us of our client Laureus’ programme Sport For Good) of sport being used as powerful social tool to inspire young people to achieve their goals and build confidence.

(4) Slashing Sugar

The maker of Lucozade and Ribena has announced it will cut 50 per cent of the sugar from its drinks so that all of its drink brands will contain less than 4.5g sugar per 100ml. This game-changing move will put the sugar level in all Lucozade Ribena Suntory drinks well below the 5.0g per 100ml sugar tax threshold set to come into effect in 2018. The soft drinks manufacturer’s response to the proposed tax sits in stark contrast with American manufacturers’ responses to a similar threat. During this week’s election, voters in three cities in California passed ballot measures to place a one cent-per-ounce tax on sodas and other sugar-sweetened beverages, a move aimed at tackling obesity. In San Francisco, 62 percent of voters cast their ballots in favor of the tax on sugary drinks and similar measures passed in Oakland and Albany, Calif. In addition, the city of Boulder, Colo., passed a 2 cents-per-ounce tax. This result was in spite of the fact that the soda industry unloaded more than $25 million in an attempt to block the tax, outspending pro-tax campaigners by a ratio of about 3 to 2. For giant soda companies, defeating these kinds of tax measures is a symbolic crusade to protect themselves from befalling a similar fate as tobacco industry. They may be fighting a losing battle, however, as consumers begin to demand healthier options when it comes to food and drink. We believe evolving with society and not against it is the way to go, and so applaud Lucozade’s approach to the issue which is likely to deliver both social and commercial returns.

(5) SKY-high Drama

Our radio drama for our Gates Foundation-funded SKY Girls empowerment campaign in Botswana has picked up a Giraffe Award – an Africa-wide accolade from Publicis Group Africa that recognises outstanding communications campaigns! Representatives from our delivery partner Dialogue accepted the award last week in Cape Town. Matswaka Bae focuses on the lives of teenagers in Botswana and follows them as they deal with pressures from all sides: the pressure to fit in, to do well at school, to have a happy home life, and a fulfilling social life. By the end of its first season, the show earned a listenership of more than 160,000, as well as over 20,000 listens on the Sky Girls Botswana Facebook page, where the episodes were uploaded each week for fans to ‘listen again’. SKY is a multi-intervention social marketing campaign that is all about helping girls ‘stay true’ to themselves and what they believe in – it inspires girls to express what they do and don’t want in their lives and to have the confidence to stick to these choices. To get a sense of the strong community we’ve built around SKY, and to listen to the first season of Matswaka Bae, head to the SKY Girls Botswana Facebook page.

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