OPTIMEL® Feel Young on the Inside Health Promotion Campaign
FrieslandCampina (Hong Kong) Limited
The ‘Feel Young on the Inside’ Health Promotion Campaign targeted adults, seniors and elders aged 40 or above, through a mix of digital and traditional media strategy that brings in first-hand experience to local adults through direct engagements.
INTRODUCTION
The global population is ageing, and Hong Kong is among the many developed cities facing the challenge of ageing the most. According to the latest Hong Kong Population Projections announced by the Census and Statistic Department in 2017, 31.1 per cent of the total population in Hong Kong will be elderly persons in 2036, and the number of people aged 65 or above in 2041 would be 2.2 times as many as in 2016. Meanwhile, a Nutrition Intake Study conducted by the Hong Kong Nutrition Association in 2015 evidenced significant nutritional deficiencies among middle-aged and senior Hong Kong residents which raised potential health concerns such as physical mobility, cardiovascular health and cognitive health in these community. Considering this trend, and the vision of FrieslandCampina (Hong Kong) Limited (‘FCHK’) to bolster the health and well-being of consumers, FCHK and its brand OPTIMEL® organized the ‘Feel Young on the Inside’ Health Promotion Campaign to educate local adults and seniors about essential nutrition needs and importance of physical activities through online tools and offline events.
FRAMEWORK AND STRATEGY
The ‘Feel Young on the Inside’ Health Promotion Campaign targeted adults, seniors and elders aged 40 or above, through a mix of digital and traditional media strategy that brings in first-hand experience to local adults through direct engagements. OPTIMEL® collaborated with local NGOs, nurses, nutritionists, physiotherapists, fitness coaches, Tai Chi Masters and Brain Gym instructors to visit elderly centres and homes to provide free-of-charge health workshops focusing on three key areas, physical mobility, cardiovascular health and cognitive health, offer bone density and grip strength health assessments, and wet tasting to promote dairy drinking habit, to raise participants’ awareness on common health issues among adults aged 40 or above, encourage them to maintain a healthy lifestyle with balanced nutrition including dairy intake and regular exercise. Moreover, a series of interactive online health assessments were developed to empower adults and seniors to review their own diet, physical activity habits and lifestyle, and learn more about their nutrition needs. OPTIMEL® also leverages digital platforms including website and Facebook to offered health tips on mobility, cardio, cognition, nutrition and lifestyle to local adults and seniors.ACHIEVEMENT AND IMPACT
The ‘Feel Young on the Inside’ Health Promotion Campaign was a resounding success. FCHK and its brand OPTIMEL® collaborated with 4 NGOs, visited a total of 88 elderly centres and elderly homes to host health seminars or conduct health tests. Over 8,300 interactive online assessments were completed in 2017; while OPTIMEL® has become the Top 3 adult nutrition formula brands in Hong Kong in 3 years since its launch.FUTURE DIRECTION
Recognizing that our success comes from the community and our consumers, FCHK is devoted to giving back by leveraging our expertise. Our core purpose, “nourishing the lives of Hong Kong people across all ages” is embedded into its corporate goals, planning and budgeting to ensure full commitment and accountability from top down, thus shaping the guidelines of their Corporate Social Responsibility (CSR) programmes. The Feel Young on the Inside Health Promotion Campaign is not a one-off project, but a continuous effort. FrieslandCampina is committed and confident to continue promoting healthy lifestyle to local adults and seniors in the future. In addition to the health seminars or workshops at elderly centres’ online interactive health assessment and health tips, OPTIMEL® will explore more collaboration opportunities with local NGOs to expand our service reach to elders in need; and join hands with local media to provide health tips via both traditional and digital media platforms.
FrieslandCampina (Hong Kong) Limited, a subsidiary of Royal FrieslandCampina, has maintained a long presence in Hong Kong since 1938, providing high quality and nutritious dairy products for consumers, customers and food service business partners in Hong Kong and Macau, nourishing the life of Hong Kong people across all ages in the past 80 years.
