Champions for Change

The Be Better campaign encourages people to make small changes that can have a lasting impact on their overall health. Our creative department drew upon the talents and authenticity of real people who can be seen in our multicultural and Spanish-language campaign. These stories communicate the idea that small changes are achievable when broken down into steps that the average family can take in their day to day life. Rather than striving for the unattainable goal of perfection, the campaign encourages its audience to embrace the concept that we all have the ability and means to just “be better.”

We worked with Google to track response to digital advertising and found mothers ages 18-24 who were exposed to the campaign showed a significant lift in their intent to eat healthily. Plus unaided recall for the campaign was at an unprecedented 78 percent. Yet perhaps most rewarding was to hear from the target audience who responded the ads made them feel inspired and encouraged and motivated them to strive to be better. For an agency deeply committed to inspiring, motivating and activating audiences, there’s no greater reward.