Rationale

Through research we identified the effects that sugar has on a user’s wellbeing are similar to those of a bad relationship. From this we developed a comedic rhetoric portraying sugar as a bad relationship. We are encouraging our audience of New Zealand young adults to “break-up” with their sugar addiction. Our overall visual style hijacks bright colours that are associated with sugar to appeal to young adults. Our campaign called MySugarBreakup is made of 3 key stages: awareness, engagement and sharing. In the awareness stage, posters, billboards and radio advertisements introduce the concept of sugar as a negative relationship through humour and personification. Users are encouraged to take notice and learn about their own diets and lifestyles. In the engagement stage, we have a 21-day challenge focusing on creating a healthy more active lifestyle, which people can engage with through our app. The app employs gamification with a supportive team environment to encourage positive lifestyle changes and stir up competition. The app gives users 5 specific tasks per week over 3 weeks. Each task must be checked off as ‘completed’ by the user each day. Over time, the user will reduce the sugar in their diet, positively influencing their general wellbeing. The sharing stage of our campaign encourages word-of-mouth through social media to spread the word on the issue and MySugarBreakup throughout their journey. At the end of their 21-day challenge we encourage them to give back, by inviting someone else they know to join the breakup. They would then support them; giving advice and support back to someone else. In the end we aim to positively affect the health and wellbeing of young New Zealanders through the reduction of sugar in their diet in an easy and fun way.

FINAL Dossier

Dossier PDF Link Here

Spotify/radio advertisements

As part of our advertising for the initial stage of the journey map (posters) we created 3 prototypes for Spotify/radio advertisements. The purpose of these would be to raise awareness of the campaign (along with the posters) in the effort to generate WOM (word of mouth) marketing that encourages users to visit the website, download the app and ultimately take the first step towards a healthier, reduced sugar diet. 

These advertisements are concepts we would develop further with more time. We feel the concept of these ads would be a successful and interesting way to appeal our target market, young adults, as spotify and radio are two hugely popular mediums for young adults (along with social media). 

We used a local Wellington artist for the male voice along with my voice for the female part to rein-act our poster narratives in a more personalised manner. While we were happy with how these concepts sounded, we felt that (as the advertising is not the integral part of project) these would not be included in the dossier. 

FINAL Downloadable PDF file

Presentation Document

Full Presentation PDF Link Here

Website design final

Week 12: Journey map development

We developed our journey map to be simplistic, informative and colour co-ordinated to successfully illustrate the visual flow of our campaign. We split the campaign into sections, awareness (before), engagement (during) and share (after) in order to portray the transformation over the time period. 

Dossier content development

Issue Sugar is addictive. It’s infected almost every household food product but lacks the nutrients our bodies need. It plays a detrimental role in the declining health of New Zealanders, despite the ubiquitous evidence supporting its removal from our diets. It’s cheap, so we consume three times as much as we should, eating 100 grams of it in various forms every day. 65% of New Zealanders are obese or overweight and there’s an appetite for change, but for most, even the smallest change to their diets can be overwhelming. With support, clear steps and a positive environment people who make the change are physically and emotionally healthier. Their relationship with food is transformed. Cheap sugar thrills are replaced with nutrients that sustains and fulfills them for whatever they want to achieve in the day. This lifestyle is enticing, but people need help to start.

POV statement A New Zealand young adult who is aware of the importance of health and fitness. They know sugar and diet have a huge impact on their health and wellbeing, but don’t action this. They want an achievable way to adjust their diet but feel overwhelmed about lessening their sugar intake. Failure is scary. They would be attracted to a simple, supportive environment where over a period they’re guided in making small improvements to their diet.

Desired action Using metaphor and fun imagery we hope to raise awareness to youth about the health problems their excess sugar intake can cause them. Through joining our 21 day program we hope to make a real impact on their, and people close to them’s lives as they learn and change their habits. Even the smallest reduction of sugar and increase in physical activity can have a great effect on people’s health.

Target audience 65% of New Zealanders are overweight or obese. The recurring causes of obesity are often very similar: a lack of physical activity, poor diet and unhelpful routines.We’re targeting young adults who themselves are aware of these problems and may already be slightly health conscious. Through previous failures or being overwhelmed with where to start, they haven't been able to adjust their diet. Chances are their friends and family are heading in a similar direction. But with support from these people a lifestyle change could be made.

Client The Ministry of Health NZ is looking for an innovative bespoke campaign to appeal to Young Adults in an attempt to increase the nutritional health of New Zealand youth. While the Ministry of Health currently provides nutritional information through food and nutrition guidelines, it’s presented in a manner that disinterests youth. Conditions caused by obesity rank highly on the NZ major causes of death list so drastic measures need to be taken to improve the nation’s health. Sugar consumption is highest in young adults, so the Ministry must find an avenue through which they can appeal to them. The campaign needs to use the virality of social media but also be promoted through standard mass media.

Big Idea The addictive, controlling and detrimental relationship many youth have with sugar is similar to one they might have with a bad partner. Harnessing this light-hearted metaphor, we encourage people to ‘break up’ their relationship with sugar. Guided by our simple, gamified 21 day interactive app they are supported and informed as they take the journey adjusting their diets.

Journey Map XX

Design collateral (mockup up, explained annotated) XX

Wellbeing response

Connect At it’s core, the ‘My Sugar Breakup’ app connects people on their journey to better health. Through our ‘activity’ view users can share supportive messages and photos with others in their team. Additionally if they’re ‘going solo’, wider social media sharing is available through Twitter, Facebook and Instagram. We use these connections to evoke a sense of friendly competition harnessing push notifications which are triggered as others complete tasks.

Take notice Along the 21 day journey, a lot of the tasks we ask users to complete involve going ‘back to basics’ for their foods. Rediscovering healthy snacks and hopefully allowing them to take notice of the great foods available that don’t rely on the sugar taste.

Be Active Each week, through our curated tasks, we introduce more physical activity into the lives of the user. Starting with 15 minutes a day, building to 45 minutes. Although this may seem small, studies have shown that just through the reduction of sugar, people find more energy in life, and we’d expect that without the highs and lows of sugar fuelled energy people will be more active and energetic throughout their day.

Give Upon completion of their 21 day journey, we ask users to share the program with others they think might be interested in exploring reducing their sugar intake. More importantly, a much less passive ‘invitation’ also exists. By sending a direct invitation the user is joining the new person for their first week of the program. They can share tips, give feedback and even try to better their last attempt.

Keep learning The program hinges on the user learning about foods, lifestyle and health. More than a simple 5 part checklist, each week they’re given 5 aspects of their life to explore, learn about and improve. Detailed information and evidence sits behind each item which is displayed alongside the list.

References

https://www.consumer.org.nz/articles/sugar

http://www.health.govt.nz/nz-health-statistics/health-statistics-and-data-sets/obesity-data-and-stats

Week 12: App development

Screenshot of page development for the core 21 day challenge, team score, chat function and push notifications. 

Development of 5 task per week screen design for maximum usability. Far right shows our chosen design. 

Screenshot of push notifications to inspire, motivate, empathise and inform the user on their teams developments. Aim is to provide a supportive and encouraging environment in order to ensure the apps success. 

Week 11: App developments

Below are a few examples of the screens we are working on for the gamification of the app. The idea is that through friendly competition, others will feel inspired to finish their weekly tasks also while still keeping a supportive environment with friends. We want the app to feel professional, easy to understand and user friendly. We are using the same colour palate as the rest of the campaign however, as the app is used for a different purpose, our design focus will be on user friendly design.  

The 3 week (21 day) plan

Week 1

- Fizzy free week No fizzy drinks or juice (caffeine withdrawals can be complimented with tea or coffee but no sugar) - The Fruity upgrade Increase fruit intake (replace sugar cravings from drinks) - Snack attack Prepare healthy snacks (dark chocolate, fruit) - DIY Lunch Make all your lunches this week - 15min 15 minutes a day exercise (supplementing dopamine)

Week 2

- Junk free week No junk food - The Vege upgrade Increase vegetables - Snack attack Prepare healthy snacks (nuts, vegetables) - DIY meals Make every meal this week - 30min 30 min a day exercise

Week 3

- Ditch the basics Eliminate white breads and rice (slower release of blood sugar) - No saucy time No condiments with any meals (tomato sauce, pasta sauce, add spices) - The Oaty upgrade Breakfast oat challenge (with fruits for sugars, cinnamon) - 45min 45 minutes a day of exercise (supplementing dopamine) - Pass it on Tell one person about your sugar journey.

Week 11: Website Development

We want our website to be cohesive with the rest of the campaign, user friendly and easy to understand. The design is crisp, energetic and youthful to appeal to our target audience, young adults. The main purpose of the website will be to inform users and encourage users to download the app and start the 21 day challenge. 

Dossier and Content Development

Week 10: Class 2

Today in class we narrowed down our research on addiction and withdrawal symptoms in relation to sugar. We then decided on our weekly tasks for our 21 day challenge to reduce sugar consumption through our app (below).

21 Day Challenge Task Research and Development

Breaking a habit secondary research

• Commit to a goal
• Understand the habit
• Examine the context of your habit
• Make a plan
• Visualise success
• Practice mindfulness
• Change your environment
• Create barriers to the habit
• Reward success

Sugar withdrawal symptoms secondary research

Symptoms can be worse if you go cold turkey on quitting sugar Anger, Anxiety, Appetite changes, Cravings, Depression, Dizziness, Fatigue, Flu-like, Headaches, Insomnia, Mood swings, Shakes, Sleep changes, Weight changes “Some people felt considerably better and were virtually withdrawalsymptom free within a few days, while it took others up to a full month to feel completely natural and detoxified from sugar” “the reason people experience withdrawal symptoms in the first place is largely based on individual sensitivity as well as dopamine” “To help address this problem, it is recommended to consume lean protein, fruits like blueberries and apples, as well as nuts for additional nutrients” “Additionally if you are a big soda drinker and/or like energy drinks, you could also be experiencing caffeine withdrawals; this is something to consider”

Breaking up with sugar, 21 day chosen weekly tasks

# Week 1 (Fizzy)
- No fizzy drinks or juice (caffeine withdrawals can be complemented with tea or coffee but no sugar)
- Increase fruit intake (replace sugar cravings from drinks)
- Prepare healthy snacks (dark chocolate, fruit)
- Make all your lunches this week
- 15 minutes a day exercise (supplementing dopamine)

# Week 2 (Junk Food)
- No junk food
- Increase vegetables
- Prepare healthy snacks (nuts, vegetables)
- Make all your meals this week
- 30 minutes a day exercise (supplementing dopamine)

# Week 3 (Hidden sugars, simple carbs)
- Eliminate white breads and rice (slower release of blood sugar)
- No condiments with any meals (tomato sauce, pasta sauce, add spices)
- Breakfast oat challenge (with fruits for sugars cinnamon)
- 45 minutes a day of exercise (supplementing dopamine)

- Share with one person today your sugar experience

Poster Development

Photo-shoot Thumbnails

Week 10: Class 1

Today was Interim presentation. We set up our current work (updated posters from our photo-shoot and wireframe app mock-up) for peer feedback and also visited other work from upstairs and gave feedback to our peers. 

 Our feedback was very constructive and helpful, we found that overall people were excited by the idea however needed clarification in the form of a "big idea" and journey map. We will continue to develop and make changes in order to achieve this clarification and continue user testing to ensure understanding.