Lowering the nation's health age by 50,000 years to boost workforce productivity.
The nation is facing an epidemic of health issues and concerns. Mental health issues, obesity, blood pressure and an ageing workforce are all on the rise, impacting the wellbeing and productivity of employees. Sickness absence alone costs the UK economy around £15bn per year.
AXA PPP felt it could champion a change in people's attitudes to health. The target audience was sedentary workers who also slept badly. The trick was to get them to use the brand's Health Age calculator.
AXA PPP wanted to help corporate clients and employees bring their health age closer to their real age by inspiring and motivating them to live well - because a healthier workforce is a happier and more productive one. The goal was to turn the health age of the UK back by 50,000 years by 2020.