Health related competitions are everywhere. Not just on TV with the Biggest Loser but much closer to home. We are being challenged by our co-workers, colleagues and our community. These challenges are being tied into online games, social media, mobile and wireless tracking devices. Since challenges leverage relationships, they are extremely viral and successfully generating participation. Think about how much likely you are to respond when a challenge is sent by your friend or co- worker.
“Debbie- You will be joining your GiantSteps team for a walk at noon.”
“Debbie- Your team is 950 steps beyond for the week.”
“David has challenged you to lose 5 lbs in the next 60 days.”
“Challenge Me” Opportunity: Enable consumers to initiate and participate in an individual or group competition as well as influence others throughout the challenge that is designed to encourage healthy behavior.
Engagement in Action:
- Cleveland Clinic launched the Shape Up The Nation Program to their employees. Employers continue to play a role in motivating their employees to become more healthy and are rolling out programs with a competition component. With Shape Up The Nation, Cleveland Clinic goes further by measuring success based on weight loss, BMI as well as activity (number of steps). In addition to strong participation, Cleveland Clinic is experiencing high satisfaction rates for the program and has rolled out several of these challenges throughout the year.
- Livestrong has devised the Dare Program which gives people the option of taking or giving a dare such as “Dare to get more sleep”. There is also a companion “Dare to get more sleep” community where members share experiences as well as post links to resources (e.g. articles, videos) on secrets for a better night sleep.
- Contagion Health's Get Up and Move is a "social game" where challenges are launched by friends and family to motivate healthy activity. For example, 'I will take the stairs this week' if 'you will walk to Starbucks'. Unlike many of the 6-8 week challenges, these mini-challenges result in quick successes and can be fun. Those of us that are competitive can use this tool to initiate creative challenges with close friends. And don't be surprised if your friend sends a follow up challenge back your way.
Most “challenges” are physical competitions which is valuable to get consumers moving. Think about how challenges can also be utilized to test for knowledge, furthering the “teach me” opportunity. Are you smarter than your co-worker?