The Brief

*Objective This project aims to reduce the cost of medical　care due to aging and lifestyle diseases. This is a severe issue many of local townsin Japan faces. *Challenge Encouraging people to acquire habits that help to prevent illness, is the key to solve this issue. *Strategy Replacing the purpose of walking "for health" with "for fun" in different touch points. *Execution By creating a platform based on "walking" as a key element, the project enabled multiple stakeholders to join with their invented original health programs.

Describe how the promotion developed from concept to implementation

For recording the outcome, 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, and we checked their physical changes in the end. The strength of creativity was idea of replacing the purpose of walking "for health" with "for fun" in different touch points, such as mobile, events, newspapers, etc.. We built a platform to arrange several stakeholders who have skills related health.　We found that over 60% participant wants to join program next year by our questionnaire survey.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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".This platform which based on walking enabled multiple stakeholders with health-related skills to invent original health programs.