Official Show Daily • Cygnus Graphics Media 1:1 Health Campaign Fights Obesity;
Generates New Business Lateral Group turns to XMPie and the Xerox iGen3 110 to create personalized action plans
B
ased in London, Lateral Group combines data-led strategic insight with a range of offline and online out-
puts coordinated through an Integrated Communications Management (ICM) model. This marriage between print and electronic campaigns helps clients engage their customers and helps Lat- eral’s customers sell more through bet- ter communications while driving costs out of the process. The company consists of four busi- ness groups, each specializing in dis- tinct yet interconnected areas, including database design, analysis, new media development and personalized cam- paign creation. By providing a single point of contact for these services, Lat- eral Group makes it easy for clients to co-ordinate and execute sophisticated multi-channel campaigns. In August 2008,
the government
announced Change4Life, England’s first and the world’s most ambitious social marketing campaign aimed at reducing rising levels of childhood obe- sity. A high profile launch in January 2009 concentrated on reframing the issue in terms of the consequences of obesity, which increases the risk of seri- ous disease and is currently projected to cost the British public £50 billion in the years to come. The key objective of Change4Life was to motivate families at risk of obesity by encouraging them to respond and engage in long term behaviour changes. To help them with this program, the organization part- nered with Lateral because of its com- bined expertise in database handling and multi-channel marketing capability.
Personalized plans The campaign started by sending one
of the largest ever questionnaires of its kind to families across England. This questionnaire asked parents to detail their children’s diet and activity on a typical day, as well as other basic information. Using these responses, Lateral Group created a personalized action plan for each child
colourful visuals linked to the child’s results. With over four million vari- able outputs based on the questionnaire answers, Lateral Group used XMPie and the Xerox iGen3 110 digital pro- duction press paired with a CX Print Server powered by Creo to turn the customized deliverable into a reality. The final package, printed on recyclable stock certified by the Forest Steward- ship Council, included a Handbook for Healthy, Happy Kids, a personalized action plan, and a Change4Life calen-
dar with activity stickers for families to easily track their day-to-day progress. This initiative was well received. Sign ups were 200% over target, including a high proportion of at-risk families that were so vital to reach. What’s more, 80% of responders have showed long-
term commitment to continuing with the program by opting in to receive more information from Change4Life in the future. To date, the program is already helping 320,000 at-risk children lead happier and healthier lives. It also had a positive impact on the Lateral Group, who won numerous awards for the campaign—including Best Overall Solution in this year’s Best-of-the-Best Contest. Its visibility in the marketplace has increased as it has achieved awards, including an extension
GRAPH EXPO • October 6, 2010 ■ 37
of the Change4Life program into Wales, a Harmful Drinking multi-channel cam- paign and the NHS Summary Care Records information program. It has further attracted business from Procter & Gamble for their database work and continue to land new personalized cam- paign business.
featuring
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