Winner
It’s More than Height, It’s Health!: Empowering Parents to Measure their Child’s Growth
Summary of work
A child’s growth, including height, is a key indicator of his or her overall health. Delayed or interrupted growth can signal rare underlying conditions, such as Noonan syndrome or growth hormone deficiency. By measuring their children regularly, parents can help signal these conditions; however, most parents in the UK are unaware of the importance of measuring their child and some lack the confidence or knowledge to do this correctly.
In 2019 Novo Nordisk launched www.morethanheight.com, an online resource to equip parents with the information and tools to measure their children regularly and correctly. To reach parents in the UK in a trustworthy way, we co-created an influencer campaign during Children’s Growth Awareness Week, which involved parenting influencers sharing their experiences and engaging with parents through their social channels. To provide parents with the opportunity to interact and ask questions about their children’s growth, we conducted a Facebook Live event in partnership with Mumsnet, featuring celebrity doctor Dr Hilary Jones.
This innovative approach to influencer engagement ensured Novo Nordisk’s messages reached parents in a genuine way through a variety of social media channels, but most importantly helped us to build rapport with parents in the UK and empower them to measure their children.
Judges’ comments
It’s More than Height, It’s Health! Is a very solid campaign, based on systematic and good identification of influencers, from a group of them. The partnerships, especially the one with Mumsnet, allowed the campaign to deliver very strong results and good engagement. A strong winner!
