Percept worked on the brand strategy for the NSW Government initiative, Get Healthy at Work. This was then developed into a campaign that was designed to include both digital and print media.
Percept were selected to develop the brand strategy for The Healthy Workers Initiative as part of the National Partnership Agreement on Preventive Health (NPAPH).
The aim was to address modifiable risk factors for chronic disease in workers, targeting behavioral and organisational factors, such as; overweight/obesity, reducing fat intake, alcohol and tobacco use.
As we were targeting both businesses and employees with a high percentage of workers at risk of chronic diseases, our approach was to use a strong, clear and easy to understand message that defines the ‘essence’ of the initiative.
The concept ‘Health, Check’ resonated with the target audience at focus group testing stage.
The strategy and design for this campaign is based on the idea of a ‘things to do’ list, showcasing the importance of keeping your health in-check.
It was important that the initiative is portrayed as an established, trusted and reliable program. The design is simple and clear in its communication, so it effectively connects with and engages the widest possible audience within the two target segments – employers and employees.