Launching Podsquad, a first-of-its-kind behaviour change program aimed at 5 – 12 year olds.
Health and Wellbeing Queensland has partnered with Khemistry to take a new approach to combating unhealthy weight amongst children, launching Podsquad, a first-of-its-kind behaviour change program aimed at 5 – 12 year olds.
Khemistry managing director, Susan Lyons, said childhood health and wellbeing is a complex issue, linked to eating habits, activity levels and even sleep.
“It’s equally complex to confront, because kids learn and modify their behaviour through play, so this was a clear case where traditional advertising alone wouldn’t solve the problem,” she said.
Developed in partnership with universities, healthcare professionals and the real experts (children), Podsquad transports kids to an enchanting world of games, puzzles, songs, animations, quizzes and quests, all designed to build real-world healthy habits.
Khemistry executive creative director, Brent Liebenberg, said people can’t fool kids into taking part; they have to genuinely like what has been created, which makes them a challenging but also incredibly rewarding audience.
“Everything has to be wrapped in a layer of intrigue and fun, and heaven help you if your lessons come across as lessons,” said Liebenberg.
“The whole agency had to learn to think like kids again, which led to a few fights over the colour Sharpies, but also to some really great work.”
Led by a cast of quirky, collectible characters, each linked to long-term behaviour change like healthier eating, increased activity and better sleep, Podsquad unfolds in a unique way for each child.
