As part of the Government’s national Change4Life campaign, Middlesbrough Council received £4m to run a Healthy Town Programme.
Middlesbrough appointed Hippo in April to create an integrated marketing campaign to raise the programme’s profile. The programme involves several community health initatives to fight obesity, including an urban farming scheme, which has links to the urban farming project set up in the town during Designs of the Time 2007.
Hippo secured the contract after winning an unpaid creative pitch.
The marketing campaign consists of an animated commercial that will be shown on a giant screen in the window of the town’s health advice outlet Life Store (artist’s impression pictured), supported by a microsite and print ads.
Middlesbrough is one of nine towns to share a £30m investment from the Government to help encourage healthy lifestyles among local populations.
The campaign launches next month.