Our healthy eating game for the British Heart Foundation has racked up hundreds of millions of game plays since its launch, with over 1.5 million players registering with the website and creating their very own Yoobots.

A third of children in the UK are currently overweight. Childhood obesity is a growing issue in the UK and a looming threat to the next generation’s future heart health and general quality of life. The problem is well documented through the media. Working with GREY London, we were tasked to get 11-13 year old children to take greater responsibility for their own health. It is at this pivotal age that children start gaining more freedom in their choice of food and where the future food habits are formed.

After just three months of Yoobot going live we had over a million registrations equivalent to roughly 37% of 11-13 year olds in the UK. We now have over 50% of all 11-13 year olds in the UK registered on the site. 3rd fastest rising internet search in the UK post launch and has gone on to pick up many of accolades and good reports from all media channels, including prominent features on the BBC, ITV and GMTV news.

Most recently the campaign picked up a coveted FWA award, as well as the prestigious Broadbent Prize for Best Dedication to Effectiveness at the IPA Effectiveness Awards. The IPA Effectiveness Awards are recognised by agencies and clients as Adland’s most rigorous award scheme.

The judges were very impressed by this paper as it understood how kids learn through play and in doing so showed how to effectively change their eating habits. It was a very clever campaign and a well deserved winner.

To read more about Yoobot, visit the case study here:
http://www.blocmedia.com/2009/08/12/yoobot-for-british-heart-foundation/