Finalist
Why Sit it Out?
with support from Pegasus
Summary of work
Why Sit Out? is a multichannel communications campaign that has successfully inspired more participation in physical activity for children and young people with haemophilia.
By first identifying barriers to participation – such as concerns around bleeding episodes – we devised a clear strategy to engage with patients, their parents and HCPs, built around targeted and evidenced behavioural interventions.
Considering channel preferences and limitations, we were able to selectively target the optimal channel mix to reach our audiences. Helped by an emotive film, and a practical ‘activity finder’ tool, we achieved broad reach and high levels of user engagement.
More importantly, we exceeded our target metrics for the campaign, increasing participation in 81% of 5–17-year olds, and 58% in adults aged 18–221. Remarkably, 100% of people who engaged with the campaign said it helped them overcome barriers to being active1 – double our target of 50%. Finally, we reduced the percentage of 5–17-year-old boys doing no activity outside of school from 45% to just 2%1.
Feedback from HCPs who engaged with the campaign was overwhelmingly positive. Efforts are ongoing to ensure nobody with haemophilia sits on the side-lines.
Judges’ comments
Why Sit it Out? was a campaign with clear endpoints and had a good impact. It has a strong focus on primary care research on patients and healthcare professionals, with a clear strategy. The judges liked that the objectives showed the outcomes on different levels.
