In an effort to combat obesity in children and youth, Concerned Childrens Advertisers (CCA) has introduced an online game in which kids’ real-life activity translates into movement onscreen.
To play the game, called GOGOYU, kids must take a minimum of 8,000 steps per day – activity that is logged by a FitBit digital pedometer. Data from the pedometer is uploaded to the online game, where players guide their avatar character through a virtual universe using the “power” generated by their physical activity.
GOGOYU also features nutritional information and a timer that restricts kids to a maximum of 20 minutes of game play per day.
The game was developed pro bono for CCA by the Toronto and Boulder, Colorado offices of Crispin, Porter and Bogusky over an 18-month period.
CCA and CP+B had initially discussed creating a television PSA, but research suggested that a game would be a better vehicle for changing the behaviour of Canadian kids, one in four of whom are overweight or obese.
“This is completely different from anything we’ve ever done,” said Bev Deeth, president of CCA. “We needed creative solutions and we need to engage kids in ways they can relate to.
“Most kids today are multitasking between various screens [for] 40 hours a week, so this would appear to be a very creative idea and a very relevant and meaningful way of motivating kids.”
Subtej Nijjar, president of CP + B Toronto, said the challenge was to create a tool that would do more than simply raise awareness about the health problems associated with obesity.
“There wasn’t an awareness issue with this problem,” said Nijjar. “Kids understood this issue, they just didn’t engage in it.
“It just wasn’t going to be enough for us to talk to children, which is what a standard PSA does.”
GOGOYU is currently being beta-tested by 250 children in communities across Canada. CCA expects to have results of this trial period by late fall.
