The Government of New Brunswick is encouraging its residents to get healthy and share their stories with its ‘Random Acts of Wellness’ efforts, as part of the larger Good News for a Change campaign, running to March 2009. It targets ‘head-of-household’ mothers ages 18 to 45 with the aid of the web and TV spots.
Sackville-based ad agency SGCI developed and handled media buys for 10 TV spots (three 30-sec and two 15-sec English spots, as well as three 30-sec and two 15-sec French spots) showing kids delivering ‘breaking news’ stories with a playful twist, like ‘kid eats vegetable and survives’. The spots are available on the campaign’s microsite, and run on CTV, CBC, Global and SRC.
Moncton’s NEWAD created and executed the event marketing segment, which aims to drive web traffic. It involves brand ambassadors setting up tents in high-traffic locations across the province and encouraging consumers to share wellness-improving efforts in short videos. Those ‘wellness newscasts’ are placed on the website, where people can also submit homemade videos. By participating, consumers are also entered into a contest to win $5,000 worth of McCain food products, as well as a Healthy Food Makeover.
Other web-driving efforts include distributing bookmarks and branded skipping ropes that electronically count burned calories.
