| Title | SMILE MATSUYAMA PROJECT |
| Brand | MATSUYAMA CITY |
| Product / Service | HEALTHCARE PROGRAM |
| Category | B01. Education & Awareness |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Advertising Agency 2 | DENTSU WEST JAPAN MATSUYAMA Matsuyama, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazuo Koito | Dentsu Inc. | Producer |
| Kenichi Oi | Dentsu Inc. | Producer |
| Daisuke Mizukami | Dentsu Inc. | Planner |
| Koji Kagoshima | Dentsu Inc. | Creative Director |
| Akira Ozone | Dentsu Inc. | Account Executive |
| Yoko Yoshizawa | Dentsu Inc. | Planner |
| Kunihiko Monbu | Dentsu Inc. | Planner |
| Mai Komatsuzaki | Dentsu Inc. | Art Director |
| Amane Okita | Dentsu Inc. | Planner |
| Tomohiro Katayama | Dentsu Inc. | Planner |
| Susumu Moriyama | Dentsu West Japan Inc. Matsuyama Office | Account Executive |
| Keiichiro Mikami | Dentsu West Japan Inc. Matsuyama Office | Account Executive |
*Objective This project aims to reduce the cost of medical and nursing care caused by aging and lifestyle-related diseases. This is a severe issue which many of local municipalities face in Japan. *Challenge Encouraging people to acquire habits that help to prevent illness is the key in solving this issue. *Strategy Replacing the purpose of walking "for health" with "for fun" in communication with the public. *Execution By constructing a platform based on "walking" as a key element, the project enabled multiple stakeholders to invented original health programs.
Our purpose is encouraging health maintenance habits not only for people with health problems but also healthy people. We set our goal to achieve over 50% of the participants to continue from the previous research.
500 people in Matsuyama city participated in the project during 4 months (1/10/2013-31/1/2014). We supplied several health programs for people to try. Finally, we checked their physical changes in this term. The strength of our creativity is a new idea of replacing the purpose of walking "for health" with "for fun" in communication with the public. This platform which based on walking enabled multiple stakeholders with health-related skills to invent original health programs.
We achieved over 50% of the participants to continue from the previous research, This result surprised experts such as doctors and researchers at Ehime University. *Persistency rate 50% → 80% *The average number of steps Male: 38% UP, Female: 24% UP *Weights (average) 0.79kg down *BMI (average) 0.28 down *Body fat percentage (average) 0.70% down We found that over 60% participant wants to join program next year by our questionnaire survey.
We presented a method to improve health condition and change lifestyle for health by enjoying exercise rather than experiencing stress. We set "walking" as a keyword. This means that it replaces the purpose of walking "for health" with "for fun". We built a platform to arrange several stakeholders who have skills related health.