The 'Fit op jouw manier' (Fit your way) campaign aims to encourage overweight individuals to get after. The campaign successfully reaches the target audience, motivating them with tips that they then practice. For example, more people now regularly take the stairs instead of the life or escalator.

Why this experiment was conducted: combating overweight and obesity
The Prevention Agreement aims to reduce the proportion of overweight adults from 50% in 2018 to 38% by 2040. A healthy lifestyle helps prevent various health problems, including cardiovascular disease and type 2 diabetes. Besides having an effect on physical fitness, a healthy lifestyle also has a positive impact on people's mental well-being. This prompted the Ministry of Health, Welfare and Sport to develop a campaign focused on lifestyle and demonstrating numerous easy-to-follow ways to improve fitness. The first fight of this campaign generated enthusiasm, but otherwise had little impact, giving rise to the question: could this potential be better exploited?

Type of intervention: optimised 'Fit op jouw manier' campaign
Behavioural insights were used to systematically hone the existing campaign concept, aimed at making it more efficient and effective. Messaging and website were updated and the focus was redirected to highlight a more limited number of tips. The campaign recognises the potential resistance to behavioural change and offers a range of possibilities for people to try something that suits them. By showing what can be achieved with the tips, the campaign inspires people to take small fitness strides. Moreover, this gives individuals confidence that they will succeed, with actions that people can stick with because they are 'fun' or 'easy'. The campaign consists of TV and radio spots, digital outdoor advertising and online ads, including on social media.

Method used: baseline and impact measurements
Baseline and impact measurements were performed to assess the effectiveness of the campaign, with independent sampling amongst more than 1,100 adults aged 30-65 years with moderate to extreme overweight and low to intermediate education level. Cross-media analyses were conducted to determine the extent to which effects can be directly attributed to specific media (combinations).

Result obtained: fitness tips are being followed
After the campaign, more overweight people feel inspired to improve their fitness. They are more confident that they can take the first step − which they then do. The target group is more likely to think there is always something suitable for them and individuals feel they have more control over getting fitter. After the campaign, for example, more people said they went to bed an hour earlier (7% more), took a longer walk or used oil instead of butter to fry their food (4% up in both cases). Also, more people reported that they regularly take the stairs instead of the lift or escalator (4% more). These are all tips from the campaign. Besides effects on behaviour, there has also been a rise in behavioural intention and information searches. Analyses show that most developments can indeed be attributed to the campaign. Overall, online ads in particular contribute to the achievement of the campaign goals. These effects are enhanced by the use of TV, radio and outdoor advertising.

Impact: contribution to integrated approach to a healthy lifestyle
The social importance of a healthy lifestyle is laid down, for example, in the National Prevention Agreement and the National Sports Agreement. The 'Fit op jouw manier' campaign stems from this. Breaking unhealthy eating, exercise and sleep patterns requires a multi-year communication approach that pairs seamlessly with intervention packages including concrete, local measures. The positive campaign impacts were important in further developing this integrated approach.

Source: https://www.binnl.nl/home+-+en/knowledge/publications/bin+nl+publications/HandlerDownloadFiles.ashx?idnv=2719979