We had to get children to engage in a way that would change their behaviour. We needed a medium that was popular, flexible enough to allow for highly interactive communications and cheap enough to have a large proportion of children to engage with it. Creating digital content was the perfect answer – creating an online game through which all learnings could take place.We partnered with Nickelodeon’s CSR programme. Our TV ads advertising the game were followed-up with in-school posters and 1,000,000 DM packs in the style of game manuals which were left on kids' school desks.

Yoobot was the 3rd fastest growing UK search term at launch (Britney Spears was 4th).Average site visit was over 9 minutes with 3 visits per user compared to typically cited advergaming engagement of 3-4 minutes.If Yoobot was a commercial game it would have joined the elite group of 11 games that have achieved diamond status (selling 1 million units in the UK)Yoobot made diet an immediate relevancy an effect not seen in previous BHF campaigns78% of children who played Yoobot claimed to be eating better – 15% increase in eating healthy cereal, 14% decrease in unhealthy cereals.