When Andrew Luck joined the Indianapolis Colts in the fall of 2012, Riley Hospital for Children at IU Health, the leading children’s hospital in Indiana, wasted no time initiating a partnership with the rookie quarterback. We joined the huddle and laid the ground work for Change the Play, a remarkable campaign to improve the health of the kids throughout Indiana and beyond.
Change the Play is a multi-platform, interactive wellness program that encourages kids to challenge themselves to make better nutrition and fitness choices. Parents sign up their kids, then work through eight weeks of health and nutrition challenges with them. Along the way Andrew Luck keeps kids motivated with engaging videos and content. Expert tips and insights from IU Health physicians also keep parents informed. All qualifying families who sign up for the challenge will be entered to win the ultimate reward – an invitation to a block party with Andrew Luck following the close of the campaign.
Our team was involved in all facets of developing the campaign including concept, earned media and promotional planning, design, and digital user experience for the Change the Play website. We also worked with Riley physicians and Andrew Luck to develop the challenge content, making sure the challenges were accessible, engaging and packed with expert insights.
The Change the Play challenges kick off mid-April and conclude in June, 2013.